乡村振兴战略视角下农村电子商务平台的可持续发展模式的探索

Exploration of Sustainable Development Model of Rural E-Commerce Platform from the Perspective of Rural Revitalization Strategy

在乡村振兴政策的深入推进下,乡村振兴战略在推动农村电商发展方面发挥着举足轻重的作用。农产品电子商务作为新兴的乡村经济发展形式,利用互联网广泛性、易用性和交互性等特征,融合线上与线下资源,相辅相成,对推动农业数字化转型、促进农村生活现代化以及增进农民收入等方面发挥着至关重要的作用。随着时代的变迁以及对现有农村电商平台的运营现状进行梳理,农村电商在物流体系不健全、人才短缺、产品标准化程度低及品牌建设薄弱等方面成为制约其可持续发展的主要问题。本文指出农村电子商务平台的可持续发展需多措并举,既要立足于解决当前的实际问题,又要着眼于长远的战略布局,通过模式创新、技术革新与政策配套,不断激发农村电商的内生动力,为乡村振兴战略的深入实施提供坚实支撑。Under the in-depth promotion of the rural revitalization policy, the rural revitalization strategy has played a pivotal role in promoting the development of rural e-commerce. As an emerging form of rural economic development, e-commerce of agricultural products uses the characteristics of Internet universality, ease of use and interactivity to integrate online and offline resources and complement each other, playing a vital role in promoting the digital transformation of agriculture, promoting the modernization of rural life and increasing farmers’ income. With the changes of The Times and the sorting out of the operating status of existing rural e-commerce platforms, rural e-commerce has become the main problems restricting its sustainable development in the imperfect logistics system, talent shortage, low product standardization and weak brand building. This paper points out that the sustainable development of rural e-commerce platform needs multiple measures at the same time, which should be based on solving current practical problems, but also focus on long-term strategic layout, and constantly stimulate the endogenous power of rural e-commerce through model innovation, technological innovation and policy support, so as to provide solid support for the in-depth implementation of rural revitalization strategy.