The Mechanism, Challenges and Countermeasures of the E-Commerce Economy in Promoting Rural Revitalization

数字经济背景下，电商经济以其独特的优势，为乡村振兴注入了新的活力。农村电商赋能乡村振兴的作用机理体现在拓宽农产品销售渠道，增加农民收入；吸引人才回流；驱动农村相关产业融合发展，促进农村经济多元化。但在现实中，电商经济赋能乡村振兴面临着农村基础设施建设相对落后、农产品质量把控与品牌塑造难题、电商人才储备不足等困境。鉴于此，可通过全力推进农村基础设施建设、提升农产品质量强化品牌建设、加强电商人才培养与引进来优化电商经济赋能乡村振兴的实践。Against the backdrop of the digital economy, the e-commerce economy, with its unique advantages, has injected new vitality into rural revitalization. The mechanism of how rural e-commerce empowers rural revitalization is reflected in broadening the sales channels of agricultural products, increasing farmers’ income, attracting the return of talents, driving the integrated development of related rural industries, and promoting the diversification of the rural economy. However, in reality, the e-commerce economy’s empowerment of rural revitalization faces dilemmas such as the relatively backward construction of rural infrastructure, the challenges of quality control and brand building of agricultural products, and the shortage of e-commerce talent reserves. In view of this, the practice of the e-commerce economy empowering rural revitalization can be optimized by fully promoting the construction of rural infrastructure, improving the quality of agricultural products and strengthening brand building, and strengthening the cultivation and introduction of e-commerce talents.