Research on the Collaborative Development Path of Rural E-Commerce and College Volunteers

在乡村振兴战略背景下，乡村电商成为推动乡村产业振兴的重要力量，但仍面临诸多难题。高校志愿者凭借专业知识、创新能力和服务热情参与乡村电商发展，实现双向赋能。然而，二者协同发展存在协同机制不完善、资源整合不充分、可持续性不足和创新激励缺乏动力等问题。本文通过分析协同发展现状与瓶颈，构建“政府 + 高校 + 企业 + 农户”四方协同机制、“线上 + 线下”双轮驱动服务模式、“假期集中助力 + 日常定向续航”常态化人才输出体系以及“精神领航 + 物质回馈”创新动力激发策略，旨在为乡村电商与高校志愿者协同发展提供路径参考，助力乡村振兴战略实施。In the context of rural revitalization strategy, rural e-commerce has become an important force in promoting the revitalization of rural industries, but it still faces many problems. College volunteers participate in the development of rural e-commerce with professional knowledge, innovation ability and service enthusiasm to achieve two-way empowerment. However, there are some problems in their collaborative development, such as imperfect coordination mechanisms, insufficient resource integration, insufficient sustainability and lack of motivation for innovation. By analyzing the current situation and bottleneck of collaborative development, this paper builds a four-way collaborative mechanism of “government + universities + enterprises + farmers”, a two-wheel drive service model of “online + offline”, a normal talent output system of “holiday centralized assistance + daily directional endurance”, and a strategy of “spiritual navigation + material feedback” to stimulate innovation power. It aims to provide a path reference for the collaborative development of rural e-commerce and college volunteers, and help implement the rural revitalization strategy.