Research on the Practical Path of High-Quality Development of Rural E-Commerce from the Perspective of New Quality Productivity

在数字经济浪潮中，农村电商已成为乡村振兴和城乡经济循环的关键引擎。从新质生产力视角看，技术创新、产业重构和要素升级正驱动农村电商向数字化、生态化、集群化转型，显著提升交易效率、质量保障和资源配置能力。然而，其发展仍受制于基础设施短板、技术和人才瓶颈、品牌竞争力弱及政策协同不足四大挑战。破解上述难题，需构建技术赋能、品牌培育、生态协同三位一体的升级路径：通过区块链溯源和AI预测系统提升产业链透明度与供需匹配效率；强化区域品牌建设与标准化体系；建立跨区域协作机制，推动政策工具与市场机制深度融合。未来，农村电商需聚焦“技术 + 品牌 + 生态”三轮驱动，加速向多产业融合的生态化模式演进，为乡村振兴注入可持续动能。In the wave of digital economy, rural e-commerce has become a key engine for rural rejuvenation and urban-rural economic cycles. From the perspective of new quality productivity, technological innovation, industrial restructuring and factor upgrading are driving rural e-commerce’s transformation to digitalization, ecology and clustering, significantly improving transaction efficiency, quality assurance and resource allocation capacity. However, its development is still constrained by the four challenges of infrastructure shortcomings, technology and talent bottlenecks, weak brand competitiveness and insufficient policy synergy. To solve these problems, it is necessary to build a trinity of upgrading paths of technological empowerment, brand cultivation and ecological synergy: to enhance the transparency of the industrial chain and the matching efficiency of supply and demand through the block chain traceability and AI prediction system; to strengthen the construction of regional branding and standardization system; to set up cross-regional collaboration mechanisms, and to promote the in-depth fusion of policy tools and market mechanisms. In the future, rural e-commerce needs to focus on the “technology + brand + ecological” three-wheel drive, accelerate the evolution to the ecological mode of multi-industry integration, and inject sustainable kinetic energy for rural rejuvenation.