Research on the Coordinated Development of Rural E-Commerce and Rural Revitalization in Northwest Region Based on the Coupling Coordination Model

农村电商的发展作为农村经济壮大的新鲜动力，在促进农产品销售、增加农民收入以及优化农村产业结构方面发挥着重要作用。论文以西北地区农村电商与乡村振兴的协同发展为研究对象，构建耦合协调模型，量化分析二者之间的协同发展水平。通过收集2023年西北五省农村电商与乡村振兴的相关数据，建立包含经济、社会、生态三个维度的综合评价指标体系，运用熵值法确定指标权重，计算耦合协调度。研究发现，目前两者协同发展水平有待提升，区域差异明显。基于实证结果，提出强化人才培养、完善数字基础设施、推进品牌建设、加强政策支持等协同发展路径，为西北地区实现农村电商与乡村振兴的良性互动提供理论依据和政策参考。The development of rural e-commerce, as a fresh driving force for the growth of rural economy, plays a significant role in promoting the sales of agricultural products, increasing farmers’ income, and optimizing the rural industrial structure. This paper takes the coordinated development of rural e-commerce and rural revitalization in the northwest region as the research object, constructs a coupling coordination model, and quantitatively analyzes the level of coordinated development between the two. By collecting relevant data on rural e-commerce and rural revitalization in the five provinces of the northwest region in 2023, a comprehensive evaluation index system, including economic, social, and ecological dimensions, is established. The entropy method is used to determine the index weights, and the coupling coordination degree is calculated. The research finds that the current level of coordinated development between the two needs to be improved, and regional differences are obvious. Based on the empirical results, paths for coordinated development, such as strengthening talent cultivation, improving digital infrastructure, promoting brand building, and enhancing policy supports, are proposed, providing a theoretical basis and policy reference for achieving a positive interaction between rural e-commerce and rural revitalization in the northwest region.