Research on Strategies for Rural E-Commerce to Boost Rural Revitalization in the Context of the Digital Economy

在数字经济迅猛发展的背景下，农村电子商务正日益展现出推动乡村振兴的巨大潜力。本文立足于数字经济时代的发展脉络，系统梳理了农村电商的内涵与发展现状，指出其在助力农业产业转型升级、拓展农民就业创业机会、推动农村社会治理现代化以及改善农村消费结构与生活质量等方面的积极作用。在肯定成效的同时，文章也深入剖析了当前农村电商发展中面临的基础设施建设滞后、电商主体能力不足、产业链协同不畅等现实困境。为破解上述难题，本文提出应加强农村基础设施与数字化建设、加快电商人才培养、完善农村电商生态体系等优化路径，旨在为实现农村电商的高质量发展与乡村振兴战略的深度融合提供理论支撑与实践参考。Against the backdrop of the rapidly advancing digital economy, rural e-commerce has emerged as a significant driving force in promoting rural revitalization. This study, grounded in the developmental trajectory of the digital economy era, systematically explores the conceptual framework and current development status of rural e-commerce. It underscores the multifaceted contributions of rural e-commerce to the transformation and upgrading of agricultural industries, the expansion of employment and entrepreneurial opportunities for rural populations, the modernization of rural social governance, and the optimization of rural consumption structures and quality of life. While acknowledging these positive impacts, the study also critically examines the persistent challenges constraining the sustainable development of rural e-commerce, including underdeveloped infrastructure, limited competencies among e-commerce actors, and insufficient coordination across the rural industrial chain. In response to these challenges, the paper proposes targeted policy recommendations, such as enhancing rural infrastructure and digital connectivity, accelerating the cultivation of specialized e-commerce talent, and fostering a more integrated and resilient rural e-commerce ecosystem. The findings aim to provide both theoretical insights and practical guidance for promoting the high-quality development of rural e-commerce and facilitating its deep integration into the broader rural revitalization strategy.