浅析乡村振兴背景下农村电商发展面临的困境和优化路径

A Brief Analysis of the Dilemma and Optimization Path of Rural E-Commerce Development under the Background of Rural Revitalization

乡村振兴战略是作为促进农业现代化的战略性举措,不仅体现了我国建设农业强国的基本要求,而且在这一宏伟蓝图指引下,农村电子商务得到快速发展,成为推进乡村振兴的新动力。虽然农村电商发展得益于国家高度重视及大力支持,农产品的种类繁多,居民消费观念的转变也为其提供了广阔的市场空间,但是目前仍面临一些困境:电商专业人才的缺乏、电商物流体系待完善、农村居民参与度较低、缺乏农产品品牌意识和建设,这些因素制约了农村电商的可持续发展。为了破解这些难题,本文提出了引进和培养电商专业人才、健全农村电商的物流体系、树立电商发展的主体意识、塑造电商农产品品牌效应的建设性优化路径,为全面实现乡村振兴蓄势赋能。The rural revitalization strategy is as a strategic measure to promote agricultural modernization, not only reflects the basic requirements of building an agricultural power in China, but also under the guidance of this grand blueprint, rural e-commerce has been rapid development and has become a new driving force to promote rural revitalization. Although the development of rural e-commerce benefits from the great attention and strong support of the state, the wide variety of agricultural products, and the change of residents’ consumption concepts also provide a broad market space for it, but it still faces some difficulties: Lack of e-commerce professionals, e-commerce logistics system to be improved, low participation of rural residents, lack of brand awareness and construction of agricultural products, these factors restrict the sustainable development of rural e-commerce. In order to solve these problems, this paper puts forward a constructive optimization path to absorb and develop e-commerce professionals, improve the logistics system of rural e-commerce, establish the main body awareness of e-commerce development, and build the brand effect of agricultural products of e-commerce, so as to accumulate momentum and empower the comprehensive realization of rural revitalization.