Digital Technology Empowerment and Implementation Path in the Three Ends of Rural E-Commerce

我国在农村电商三端发展方面具有显著的数字化潜力，数字技术正成为乡村振兴的可持续动力和有效引擎。本文首先界定数字技术赋能农村电商三端的内涵特征，并剖析其重要意义；其次，总结数字技术赋能农村电商三端的内在机理与具体路径；最后，通过典型案例分析数字技术在农村电商三端中的应用。研究发现，当前数字技术在农村电商三端的实践中面临技术难题、管理困境及用户认知不足等问题，未来需加强技术研发与创新、完善政策措施、强化用户培训与宣传，以充分释放数字技术的赋能作用，推动农村电商三端的可持续发展。China has significant digital potential in the development of rural e-commerce across three fronts, with digital technology becoming a sustainable driving force and effective engine for rural revitalization. This paper first defines the connotations and characteristics of digital technology empowering the three fronts of rural e-commerce, and analyzes its significant importance; secondly, it summarizes the internal mechanisms and specific paths through which digital technology empowers these three fronts; finally, it examines the application of digital technology in the three fronts of rural e-commerce through case studies. The research finds that current practices of digital technology in the three fronts of rural e-commerce face challenges such as technical difficulties, management dilemmas, and insufficient user awareness. In the future, efforts should be made to enhance technological research and innovation, improve policy measures, and strengthen user training and promotion to fully leverage the empowering role of digital technology and promote the sustainable development of the three fronts of rural e-commerce.