Research on the Realistic Dilemmas and Breakthrough Paths of High-Quality Development of Rural E-Commerce under the Rural Revitalization Strategy

乡村振兴作为国家推动农业农村现代化的重要战略部署，农村电子商务的高质量发展在其中发挥着关键支撑作用。通过数字技术与农业农村经济深度融合，农村电商已发展成为驱动产业升级、拓宽增收就业渠道和创新治理模式的重要引擎。但当前发展过程中仍面临三重矛盾：基础设施存在“数字鸿沟”、人力资本呈现“空心化”、产业生态面临“品牌困境”。在此基础上，提出赋能农村电商发展的高质量对策，即“数字基建–人才振兴–品牌升级”三维协同发展策略，助力乡村产业升级和农民增收，构建城乡融合发展新格局，为全面推进乡村振兴提供可持续动能。Rural revitalization is an important strategic deployment of the country to promote the modernization of agriculture and rural areas, the high-quality development of rural e-commerce plays a key role in it. Through the deep integration of digital technology with the rural and agricultural economy, rural e-commerce has developed into an important engine driving industrial upgrading, broadening income and employment channels, and innovating governance models. However, there are still three major contradictions in the current development process: the “digital divide” of infrastructure, the “hollowing out” of human capital and the “brand predicament” of the industrial ecosystem. Based on this, this study proposes high-quality countermeasures to empower the development of rural e-commerce, namely the three-dimensional coordinated development strategy of “digital infrastructure - talent revitalization - brand upgrading”, to assist in the upgrading of rural industries, increase farmers’ income, and ultimately build a new pattern of integrated urban-rural development, providing sustainable impetus for the comprehensive promotion of rural revitalization.