Study on the Dilemma and Countermeasures of Rural E-Commerce Development from the Perspective of Rural Revitalization

随着乡村振兴战略的深入实施，农村电子商务作为推动农村经济发展的新引擎，正逐步成为促进农业增效、农民增收和农村繁荣的重要力量。但在快速发展的同时，农村电子商务也面临着诸多困境，如基础设施薄弱、人才短缺、品牌意识不强、物流配送体系不健全等。本文旨在深入分析乡村振兴视域下农村电子商务发展的具体困境，并提出相应的对策建议，以期为农村电子商务的可持续发展提供理论支持和实践指导。With the in-depth implementation of the rural revitalization strategy, rural e-commerce, as a new engine to promote rural economic development, is gradually becoming an important force to promote agricultural efficiency, farmers’ income and rural prosperity. However, while developing rapidly, rural e-commerce is also facing many dilemmas, such as weak infrastructure, shortage of talents, weak brand awareness, and unsound logistics and distribution system. The purpose of this paper is to deeply analyse the specific dilemmas of rural e-commerce development under the perspective of rural revitalization and put forward corresponding countermeasure suggestions, with a view to providing theoretical support and practical guidance for the sustainable development of rural e-commerce.