Research on the Development Status and Countermeasures of Rural E-Commerce under the Background of Rural Revitalization

推动农村电子商务的发展是国家应对“三农”问题、加速农村经济成长与产业升级提出的有效策略，同时也是实施乡村振兴战略的关键举措与核心驱动力。基于此，本文探讨乡村振兴背景下农村电商如何实现有效发展，通过文献研究法等方法对农村电商发展现状进行分析。研究结果发现，农村电商展现出规模稳步增长、政策扶持力度加大等良好态势，但同时也出现电商基础设施薄弱、电商人才匮乏、电商物流体系不健全以及缺乏完善的售后服务等困境。研究认为，通过完善农村电商基础设施、加大农村电商人才培养和引进力度、健全农村电商物流体系、推进服务化、加强农产品售后保障等措施可以实现农村电商的健康发展。Promoting the development of rural e-commerce is an effective strategy for the country to deal with the problems of “agriculture, rural areas and farmers”, accelerate rural economic growth and industrial upgrading, and is also a key measure and core driving force for the implementation of rural revitalization strategy. Based on this, this paper discusses how to achieve effective development of rural e-commerce under the background of rural revitalization, and analyzes the development status of rural e-commerce through literature research and other methods. The results of the study found that rural e-commerce showed a steady growth in scale, increased policy support and other good trends, but at the same time, there are also some difficulties such as weak e-commerce infrastructure, lack of e-commerce talent, e-commerce logistics system is not perfect and lack of perfect after-sales service. The study believes that the healthy development of rural e-commerce can be achieved by improving rural e-commerce infrastructure, increasing the training and introduction of rural e-commerce talents, improving the logistics system of rural e-commerce, promoting service, and strengthening the after-sales guarantee of agricultural products.