The Theoretical Logic, Practical Difficulties, and Practical Paths of New Quality Productivity Empowering the Development of Rural E-Commerce

近年来，随着数字中国战略的深入推进，农村电商已成为乡村振兴的重要引擎。国家相继出台《数字乡村发展战略纲要》《“十四五”电子商务发展规划》等政策，强调以数字技术促进农村电商发展。然而，城乡数字鸿沟、数字化转型滞后、平台资本与乡土社会的冲突等问题日益凸显。在此背景下，新质生产力的提出为农村电商高质量发展提供了新思路，其核心在于通过数据要素驱动、智能技术融合和产业组织变革，重构农村生产力和生产关系。新质生产力以数字化、网络化、智能化为核心，通过技术、主体、关系和空间四个维度的系统性变革，推动农村电商从单一交易渠道向数字化生态系统转型。然而，这一过程中面临技术异化、主体性危机、集体经济组织“数字空心化”等现实困境。针对这些问题，本文提出构建多维度主体赋能体系以及创新数字集体产权分配等实践路径，旨在实现技术增效与人文关怀的辩证统一，为数字时代的乡村振兴提供理论框架和实践指导。In recent years, with the in-depth advancement of the Digital China strategy, rural e-commerce has emerged as a pivotal driver of rural revitalization. The Chinese government has rolled out policies such as the Digital Rural Development Strategy Outline and the “14th Five-Year” Plan for E-Commerce Development, underscoring the role of digital technologies in fostering rural e-commerce growth. However, challenges like the urban-rural digital divide, sluggish digital transformation, and conflicts between platform capital and rural communities have become increasingly pronounced. Against this backdrop, the concept of new quality productivity offers a novel approach to high-quality development in rural e-commerce. At its core, it seeks to restructure rural productivity and production relations through data-driven innovation, smart technology integration, and industrial-organizational reforms. Centered on digitalization, networking, and intelligence, new quality productivity propels the transformation of rural e-commerce from a mere transactional channel into a comprehensive digital ecosystem via systemic changes across four dimensions: technology, actors, relationships, and space. Yet, this transformation faces practical challenges, including technological alienation, crises of subjectivity, and the “digital hollowing-out” of collective economic organizations. To address these issues, this paper proposes practical pathways such as establishing a multi-dimensional empowerment framework for stakeholders and innovating digital collective property rights distribution. The goal is to achieve a dialectical balance between technological efficiency and humanistic considerations, providing both a theoretical framework and actionable guidance for rural revitalization in the digital era.