The Development and Path Exploration of Rural E-Commerce from the Perspective of Marxist Mass View

在互联网技术深度赋能下，农村电子商务已成为驱动农村经济增长、助力乡村振兴的重要引擎。近年来，农村电子商务在政策支持、市场主体活跃和发展模式创新等方面取得进展，但仍面临农民主体性发挥不足、专业人才短缺和农产品质量安全隐患等问题。马克思主义群众观强调人民群众是历史发展的主体，农村电商发展应以农民为中心，激发其主体性，提升其参与能力，并保障其根本利益。基于此，探索发展路径应聚焦于健全激励机制以激发群众首创精神、强化人才培育从而提升群众参与能力、完善质量保障以满足群众消费需求，以此推动农村电子商务高质量发展，助力乡村振兴，实现农民增收和农村社会的全面进步。Under the deep empowerment of Internet technology, rural e-commerce has become an important engine driving rural economic growth and facilitating rural revitalization. In recent years, rural e-commerce has made progress in policy support, active market entities and innovative development models. However, it still faces problems such as insufficient play of farmers’ subjectivity, shortage of professional talents and potential safety hazards of agricultural product quality. The Marxist mass view emphasizes that the masses are the main body of historical development. The development of rural e-commerce should be centered on farmers, stimulate their subjectivity, enhance their participation ability and protect their fundamental interests. Based on this, the exploration of development paths should focus on improving incentive mechanisms to stimulate the pioneering spirit of the masses, strengthening talent cultivation to enhance the participation ability of the masses, and improving quality assurance to meet the consumption demands of the masses. This will promote the high-quality development of rural e-commerce, facilitate rural revitalization, and achieve farmers’ income increase and comprehensive progress of rural society.