The Lack and Reconstruction of Rural E-Commerce Public Service System

随着农村电子商务的快速发展，“消费下沉”趋势显著，但与之配套的公共服务体系却呈现明显滞后，导致农民在参与数字经济时面临一些问题。本文基于农村社会学与平台政治经济学视角，系统考察了农村电商公共服务体系的现状与困境。研究发现，当前农村电商发展存在结构性矛盾：基础设施的排他性供给导致边缘群体失能，平台算法的结构性剥夺农民自主权，政策执行的制度性悬浮造成供需错配，以及社会保护的制度空白加剧数字风险。这些问题共同反映出市场扩张与服务保障的“速度差”，形成了“数字内卷化”陷阱。针对这些困境，本文提出以服务为核心的系统性重构路径，包括基础设施的普惠化改造、政策体系的协同化创新、市场秩序的规范化建设和保障体系的制度化构建。研究不仅揭示了农村电商发展中的深层矛盾，更为实现从“消费下沉”到“服务下沉”的转型提供了可操作的政策框架，对完善数字时代的乡村振兴战略具有重要理论价值与实践意义。With the rapid development of rural e-commerce, the trend of “consumption sinking” is remarkable, but the supporting public service system is lagging behind, resulting in farmers facing some problems when participating in the digital economy. Based on the perspectives of rural sociology and platform political economy, this paper systematically examines the current situation and dilemma of the public service system of rural e-commerce. It finds that there are structural contradictions in the current development of rural e-commerce: the exclusive supply of infrastructure leads to the disempowerment of marginalized groups, the structural violence of platform algorithms deprives farmers of their autonomy, the systemic suspension of policy implementation creates a mismatch between supply and demand, and the systemic gaps in social protection exacerbate digital risks. Together, these problems reflect the “speed difference” between market expansion and service guarantee, forming the trap of “digital involution”. In response to these dilemmas, this paper proposes a systematic reconstruction path with “service sinking” as the core, including the universal transformation of infrastructure, the synergistic innovation of policy system, the standardized construction of market order, and the institutionalized construction of protection system. The study not only reveals the deep-rooted contradictions in the development of rural e-commerce, but also provides an operable policy framework for the transformation from “consumption sinking” to “service sinking”, which is of great theoretical value and practical significance for the improvement of rural revitalization strategy in the digital era.