Research on the Key Role and Development Strategy of Rural E-Commerce in Rural Revitalisation

自改革开放以来，我国国民经济实现跨越式发展的同时，城乡区域发展不平衡的结构性矛盾日益凸显，乡村发展要素持续外流现象亟待破解。党的十九大将乡村振兴上升为国家战略，为新时代农业农村现代化指明方向。在此背景下，电子商务作为新兴业态呈现出爆发式增长态势，产业规模持续扩张并推动形成融合发展新范式。这一变革对乡村地区来说不仅重构了农产品流通体系，更催生了直播带货、物流配送等新职业形态。系统探究数字经济时代电子商务与乡村振兴的耦合机制，重点剖析其在产业升级和治理创新中的关键作用，为构建农村电商高质量发展新格局提供理论支撑和实践路径，助力实现乡村全面振兴的战略目标。Since the reform and opening up, China’s national economy has achieved leapfrog development, while the structural contradiction of the imbalance between urban and rural regional development has become increasingly prominent, and the phenomenon of continuous outflow of factors for rural development urgently needs to be cracked. The 19th Party Congress has elevated rural revitalisation to a national strategy, pointing out the direction of agricultural and rural modernisation in the new era. In this context, e-commerce as a new industry has shown explosive growth, and the scale of the industry continues to expand and promote the formation of a new paradigm of integrated development. This change has not only reconfigured the distribution system of agricultural products in rural areas, but also spawned new occupations, such as live broadcasting, logistics and distribution. We systematically explore the coupling mechanism between e-commerce and rural revitalisation in the digital economy era, focusing on its key role in industrial upgrading and governance innovation, to provide theoretical support and practical paths for the construction of a new pattern of high-quality development of rural e-commerce, and to help achieve the strategic goal of comprehensive revitalisation of the countryside.