农村电商赋能乡村振兴的发展路径研究

Study on the Development Path of Rural E-Commerce Enabling Rural Revitalization

乡村振兴,则国家振兴。乡村振兴是中国向第二个百年奋斗目标迈进的坚实基础,是中国式现代化的具体表现,农村电商日益兴起并发展迅速,推动了乡村振兴战略的实施进程,为农村地区发展提供了新的内生动力,其通过紧抓“三农”问题实现农业、农村、农民的协同共促,有机赋能乡村振兴。基于乡村振兴的现实意义,根据农村电商发展面临的问题:品牌基础薄弱、同质化严重、物流基础设施落后、人才缺失四个方面提出改进营销方式、实施品牌化、差异化、加强物流基础设施建设、健全落实人才机制的改进对策。When the countryside is revitalized, the country is revitalized. Rural revitalization is a solid foundation for China’s progress towards the second hundred years of struggle, and is a concrete manifestation of Chinese modernization. Rural e-commerce is increasingly emerging and developing rapidly, which promotes the implementation of the rural revitalization strategy, and provides new endogenous impetus for the development of rural areas, and achieves synergy and co-promotion among agriculture, rural areas, and farmers by grasping the “agriculture, rural areas and farmers”. By focusing on the “agriculture, rural areas and farmers” issues, it achieves synergy among agriculture, rural areas and farmers, and organically empowers rural revitalization. Based on the significance of rural revitalization, we put forward the improvement countermeasures of improving marketing methods, implementing branding and differentiation, strengthening the construction of logistics infrastructure, and improving the implementation of the talent mechanism according to the problems faced by rural e-commerce development, such as weak branding, serious homogenization, backward logistics infrastructure, and the lack of talents.