A Study on the Path of E-Commerce in Promoting Rural Elderly Care under the Perspective of Collaborative Governance

在中国深度老龄化背景下，农村养老问题日益突出，传统养老模式面临严峻挑战，电子商务与农村养老的融合发展是目前“互联网 + 养老”具体表现。本文基于协同治理理论，围绕政府、企业和农村老年人三个主体，分析电子商务与农村养老融合的必要性与发展困境。当前，电子商务与农村养老的融合过程中还存在政府角色定位不清、企业投入动力不足、农村老年人收入有限且观念固化等问题。针对这些问题，提出需明确政府监管、保障与兜底职能，激发企业参与活力和提高服务质量，培育农村老年人积极老龄观与数字技能等对策建议。In the context of China’s deep aging, the rural pension problem is becoming more and more prominent, the traditional pension model is facing serious challenges, the integration of e-commerce and rural pension development is the current “Internet + pension” specific performance. Based on the theory of collaborative governance, this paper analyses the necessity and development dilemma of the integration of e-commerce and rural pension based on the three subjects of government, enterprises and rural elderly. At present, the integration of e-commerce and rural pensioners in the process of the government role is unclear, the enterprise input power is insufficient, the rural elderly income is limited and the concept of stereotypes and other issues. In view of these problems, it is proposed that the government should clarify its functions of supervision, protection and underwriting, stimulate the vitality of enterprises’ participation and improve the quality of services, and cultivate a positive outlook on ageing and digital skills among the rural elderly.