Research on the Dilemmas and Countermeasures of Rural E-Commerce Promotion in the Context of Rural Revitalization

在乡村振兴战略背景下，农村电商作为连接城乡要素流动的关键纽带，对于推动乡村经济转型升级具有重要作用。然而，当前农村电商推广面临多重困境，包括物流体系不均衡导致的效率瓶颈、人才结构性失衡制约发展质量，以及标准化与品牌化滞后影响产业升级。本文通过系统分析，揭示了这些困境的深层原因，并提出了针对性的对策建议。研究认为，应构建三级物流体系以优化基础设施，实施“新农人”培育工程以弥补人才缺口，推进全链条标准化以提升产品质量，深化产融结合以解决融资难题，并创新监管机制以防范系统性风险。研究旨在为地方政府提供决策参考，助力农村电商实现可持续发展，进而推动乡村振兴战略的深入实施。In the context of the Rural Revitalization Strategy, rural e-commerce serves as a critical bridge connecting urban and rural elements, playing a pivotal role in driving the transformation and upgrading of the rural economy. However, the promotion of rural e-commerce currently faces multiple challenges, including efficiency bottlenecks caused by an unbalanced logistics system, constraints on development quality due to structural talent imbalances, and impacts on industrial upgrading from lagging standardization and branding. Through systematic analysis, this paper uncovers the underlying causes of these dilemmas and proposes targeted countermeasures. The study suggests constructing a three-tier logistics system to optimize infrastructure, implementing a “new farmer” training program to address talent gaps, promoting full-chain standardization to enhance product quality, deepening industry-finance integration to resolve financing difficulties, and innovating regulatory mechanisms to prevent systemic risks. These countermeasures aim to provide decision-making references for local governments, facilitate the sustainable development of rural e-commerce, and thereby advance the in-depth implementation of the Rural Revitalization Strategy.