Investigation into the Pathways of the E-Commerce Economic Model for Facilitating High-Quality Development of the Rural Economy

第四次科技革命方兴未艾，数字技术与农村经济的耦合成就了“农村电子商务”新型商业模式，电商经济模式逐渐成为推动农村经济高质量发展的新引擎。农村电子商务的发展推动了农村第一、二、三产业的融合，网络直播带货等形式将传统农业经营模式颠覆性变革，农村经济活力的激活吸引了城市务工人员、大学生等群体的人才回流，为农村经济高质量发展提供了强有力的支撑。针对电商经济模式向农村地区扩展的现实情况，政府出台大量人性化、优惠化的相关政策，但是农村地区本身基础设施薄弱、监管体系不健全、人才流失严重等问题仍然制约着农村电商经济的发展，因此本文提出了整合电商平台、健全监管体系、培养电商人才等措施，从企业、政府、农民群体等各个主体出发，共同推动农村电商经济正规化、现代化，助力农村经济高质量发展。The fourth scientific and technological revolution is gaining momentum, and the integration of digital technology with the rural economy has given rise to a new business model known as “rural e-commerce”. This e-commerce economic model has gradually become a key driver for promoting the high-quality development of the rural economy. The growth of rural e-commerce has facilitated the convergence of primary, secondary, and tertiary industries in rural areas, leading to transformative changes in traditional agricultural business models through online live streaming and product delivery services. The revitalization of rural economic vitality has encouraged the return of urban migrant workers, college graduates, and other talent groups, providing robust support for the sustainable development of the rural economy. Despite the government’s issuance of numerous humanized and preferential policies aimed at expanding the e-commerce economic model into rural regions, challenges such as underdeveloped infrastructure, an incomplete regulatory framework, and significant brain drain continue to constrain progress. In light of these issues, this paper proposes measures including the consolidation of e-commerce platforms, enhancement of the regulatory system, and cultivation of specialized e-commerce talents. By engaging various stakeholders, including enterprises, governments, and farmer groups, we aim to jointly advance the standardization and modernization of the rural e-commerce economy, thereby contributing to the high-quality development of the rural economy.