Research on the Development Model of Rural E-Commerce under the Rural Revitalization Strategy—Taking the Villages in County L, Luoyang City as an Example

在数字经济蓬勃发展的当下，农村电商作为一种新兴业态和创新模式，对于拓展农产品的销售路径、助力农民实现增收致富、推动农村产业的繁荣以及提升农业的质量和效益都发挥着至关重要的作用，已然成为驱动乡村振兴进程的关键动力。本文以L县村庄为研究对象，基于利益相关者关系与社会关联程度的差异，结合不同村庄的类型提出了农村电商发展的四种模式。通过实地调研与案例分析，系统梳理各类村庄的实践特征，揭示其在电商发展中面临的差异化困境，并提出针对性解决策略。研究发现，村庄内部的组织凝聚力、利益分配机制与外部资源链接能力是影响电商发展成效的核心因素。研究结论为乡村振兴背景下因地制宜推动农村电商发展提供理论参考与实践启示。At present, with the vigorous development of the digital economy, rural e-commerce, as an emerging business form and innovation model, plays a vital role in expanding the sales path of agricultural products, helping farmers to increase income and get rich, promoting the prosperity of rural industries and improving the quality and efficiency of agriculture, and has become a key driving force for the process of rural revitalization. This paper takes the villages of L county as the research object, based on the differences in the degree of stakeholder relationship and social connection, and combined with the types of different villages, puts forward four models of rural e-commerce development. Through field investigation and case analysis, the practical characteristics of various villages are systematically sorted out, the differentiated difficulties they face in the development of e-commerce are revealed, and targeted solutions are proposed. It is found that the organizational cohesion, benefit distribution mechanism and external resource link ability within the village are the core factors affecting the development effectiveness of e-commerce. The research conclusions provide theoretical reference and practical inspiration for promoting the development of rural e-commerce according to local conditions under the background of rural revitalization.