Research on Cross-Border Development Path of Rural E-Commerce under the “Double Cycle” Pattern

在全球经济格局深刻变革和中国经济高质量发展的背景之下，农村电商作为连接城乡、贯通内外的重要纽带，在“双循环”格局中扮演着重要角色。但是，随着农产品跨境电商市场规模不断扩大，农村跨境电商面临着物流基础设施薄弱、专业人才匮乏、品牌建设不足等问题。基于此，本文从本土市场深耕、内外市场联动、数字生态构建和全球价值链融入四个维度探讨了“双循环”格局下农村电商的跨境发展路径，推动农村电商高质量发展、助力乡村振兴与国内国际双循环相互促进。Under the background of profound changes in the global economic pattern and high-quality development of China’s economy, rural e-commerce, as an important link connecting urban and rural areas, internal and external, plays an important role in the “double cycle” pattern. However, as the market scale of agricultural cross-border e-commerce continues to expand, rural cross-border e-commerce is faced with problems such as weak logistics infrastructure, lack of professional talents, and insufficient brand building. Based on this, this paper discusses the cross-border development path of rural e-commerce under the “double cycle” pattern in four dimensions: deep cultivation of local market, linkage of internal and external markets, construction of digital ecology and integration of global value chain, so as to promote the high-quality development of rural e-commerce, help rural revitalization and mutual promotion of domestic and international double cycle.