乡村振兴视域下乡村电商经济的优势、困境与优化路径——以杭州径山村为例

Advantages, Dilemmas, and Optimization Paths of Rural E-Commerce Economy from the Perspective of Rural Revitalization—Taking Jingshan Village in Hangzhou as an Example

随着社会经济的发展,在数字经济的推动下,中国将乡村振兴作为“十四五”时期发展的重要目标,大力推动电子商务与农村经济相结合,对乡村振兴战略实施起到关键性作用。实施乡村振兴战略关系到人民福祉、关乎民族未来。本文以杭州径山茶为研究对象,分析乡村电商的优势包括政府政策支持、茶资源丰富、茶产业颇具特色,但古镇也存在农村电商物流体系不完善、电商专业人才不齐全、农村生态环境不均衡的困境。在综合分析农村电商经济现状分析,针对经济效益与社会生态文化效应相统一的目标,提出径山村电商经济的路径优化包括加强生态环境保护、完善物流体系、吸引电商人才、扩大“网红”镇品牌效益的建议。With the development of the social economy and the promotion of the digital economy, China has made rural revitalization an important goal of development during the 14th Five-Year Plan period. It vigorously promotes the combination of e-commerce and rural economy, playing a crucial role in the implementation of the rural revitalization strategy. The implementation of the rural revitalization strategy is related to the well-being of the people and the future of the nation. This article takes Hangzhou Jingshan Tea as the research object and analyzes the advantages of rural e-commerce, including government policy support, abundant tea resources, and distinctive tea industry. However, the ancient town also faces difficulties such as incomplete rural e-commerce logistics system, incomplete e-commerce professionals, and uneven rural ecological environment. Based on the comprehensive analysis of the current situation of rural e-commerce economy and the goal of unifying economic benefits with social-ecological and cultural effects, this paper proposes path optimization for Jingshan Village’s e-commerce economy, including strengthening ecological environment protection, improving logistics system, attracting e-commerce talents, and expanding the brand benefits of “internet famous” towns.