乡村振兴背景下农村电商发展机遇、困境及对策研究

• 作者： 郑福 ¹ 周祚山 ¹
• 作者单位：
  1.  广西师范大学
• 通讯作者： 周祚山 
• 提交时间：2024-10-14

摘要: 随着互联网、物联网等技术的快速发展，农村电子商务也得到了快速发展，农村电商有效带动了乡村产业的振兴。农村电商在诸多扶持政策出台和基础设施日益完善的背景下，迎来了更多的发展机遇，但仍面临一些挑战，如农村电商物流智能化设施和服务水平有待提高、专业人才不足且培训效果不佳、农产品知名度较低与品牌效应不强、营销推广效果欠佳以及电商产业筹资困难与资金来源单一等，导致农村电商的发展受到了一定的制约。基于此，本文提出了相应的解决对策，包括建设农村物流智能化设施，提升物流服务水平、引进专业电商人才并发展新农人、提高农产品知名度并打造个性农产品品牌、运用新技术创新农产品营销模式以及区块链赋能农村电商产业多元化筹资融资等，以供参考。

Abstract: With the rapid advancement of the Internet, the Internet of Things and other technologies, rural e-commerce has developed rapidly, effectively driving the revitalization of rural industries. Rural e-commerce has encountered numerous development opportunities amid the backdrop of supportive policies and improving infrastructure. However, it still faces challenges such as the need to enhance the intelligence and service level of rural e-commerce logistics facilities, insufficient professional talents with ineffective training outcomes, low recognition and weak branding of agricultural products, inadequate marketing and promotional eff ectiveness, as well as diffi culties in fi nancing and reliance on a single source of funds in the e-commerce industry. Consequently, the development of rural e-commerce is somewhat constrained. To address these issues, this paper proposes corresponding countermeasures, including the construction of intelligent rural logistics facilities to enhance service levels, the introduction of professional e-commerce talents and the cultivation of new agricultural entrepreneurs, the enhancement of the recognition and branding of agricultural products, the innovation of marketing models for agricultural products using new technologies, and the utilization of blockchain to diversify fi nancing and funding sources for rural e-commerce industries, provided for reference.

• 分类： 应用经济学 >> 贸易经济
• 稿件状态： 已在期刊出版
期刊名称： 《中国商论》 2024年 第7期
• 引用： PSSXiv:202410.01769 (或此版本 PSSXiv:202410.01769V1)
  DOI:10.19699/j.cnki.issn2096-0298.2024.07.029
  CSTR:32012.36.PSSXiv202410.01769
• 推荐引用方式： 郑福,周祚山.乡村振兴背景下农村电商发展机遇、困境及对策研究.中国商论,2024(7).[DOI:10.19699/j.cnki.issn2096-0298.2024.07.029] (点此复制)