乡村振兴背景下我国农村电商发展现实困境与对策分析

Analysis of the Realistic Dilemma and Countermeasures of the Development of Rural E-Commerce in China under the Background of Rural Revitalization

自党的十八大以来,我国农村的综合发展水平不断攀升,而农村电商则在其中扮演着不可或缺的角色。在“互联网+”背景下,农村电商成为新时代促进农民增收致富和实现乡村振兴战略的有效手段。目前,农村电商的蓬勃发展受到了多方面的制约,包括缺乏完善的品质监管机制、农业产品结构层次低、农村物流产业发展滞后、品牌化程度不高以及农村电商发展资金来源单一等问题,因此需要建立健全的质量监管机制,推进农业产品结构升级,促进农村电商专属物流产业的发展,推动农村电商品牌升级,挖掘社会资本的潜力,以更高效的方式推动乡村振兴发展。

Since the 18th National Congress of the Communist Party of China, the level of rural comprehen-sive development has been rising, and rural e-commerce plays an indispensable role in it. In the context of “Internet+”, rural e-commerce has become an effective means to promote farmers’ in-come and prosperity in the new era and realize the strategy of rural revitalization. At present, the vigorous development of rural e-commerce has been restricted by many aspects, including the lack of a perfect quality supervision mechanism, the low level of agricultural product structure, the lagging development of rural logistics industry, the low degree of branding, and the single source of funds for the development of rural e-commerce. Therefore, it is necessary to establish a sound quality supervision mechanism to promote the upgrading of agricultural product structure. Promote the development of rural e-commerce exclusive logistics industry, promote the upgrading of rural e-commerce brands, tap the potential of social capital, and promote rural revitalization and development in a more efficient way.