“数商兴农”背景下我国农村电商发展研究

Research on the Development of Rural E-Commerce in China under the Background of “Promoting Agriculture through Digital Commerce”

自2022年中央一号文件发布,提出实施“数商兴农”工程后,农村电商高速发展,从各方面改善了农民的生活水平,增加农民收入,促进农村经济发展。本文先是从我国农村电商发展现状出发,分析当前我国农村电商已经取得的一些成效,比如农村零售额规模扩大、物流体系得到初步建立,得益于国家政策的大力扶持,然后阐述目前存在的农村电商人才缺乏专业人才、农村现代化设施建设不全面、农村电商品牌建设不够、农村电商区域发展不平衡等问题,最后提出加强培养农村电商人才队伍建设、推进农村现代化设施建设、重视农村电商品牌建设、协调农村电商区域发展矛盾等一些针对性的突破路径。Since the issuance of the No. 1 Central Document in 2022, which proposed the implementation of the “Promoting Agriculture through Digital Commerce” project, rural e-commerce has developed rapidly, improving farmers’ living standards in various aspects, increasing their income, and promoting rural economic development. This paper begins by examining the current status of rural e-commerce development in China, analyzing some of the achievements already made, such as the expansion of rural retail sales and the initial establishment of a logistics system, which are attributed to the strong support of national policies. It then delves into the existing issues in rural e-commerce, including a lack of specialized talent, incomplete rural modernization infrastructure, insufficient branding of rural e-commerce, and unbalanced regional development. Finally, the paper proposes targeted breakthrough paths, including strengthening the cultivation of rural e-commerce talent, advancing the construction of rural modernization facilities, emphasizing rural e-commerce branding, and coordinating regional development contradictions in rural e-commerce.