Research on the Dilemma and Practical Path of Rural E-commerce Driving Digital Transformation of Rural Industries in Zhanjiang City

This study aims to deeply explore the role mechanism and practical path of rural e-commerce platforms in driving the digital transformation of rural industries in Zhanjiang City. By analyzing the dynamic characteristics of rural e-commerce platforms in terms of innovation, platform, users, and infrastructure, it reveals how they activate rural industrial innovation momentum, optimize rural industrial organization and operation, empower rural practitioners, and reconstruct rural industrial boundaries, thereby promoting the digital transformation of rural industries. The study found that rural e-commerce platforms provide strong support for the digital upgrading of rural industries in Zhanjiang City through multiple paths such as resource integration, model innovation, skill improvement, and industrial integration. This study constructs a theoretical analysis framework for rural e-commerce platforms driving the digital transformation of rural industries, and provides theoretical reference and practical enlightenment for further promoting the implementation of rural revitalization strategies in Zhanjiang City and other regions.