The Development Path of Rural E-Commerce under the Background of Rural Revitalisation

乡村振兴战略是实现农村农业现代化发展的重要举措，是缩小城乡差距的有效途径。农村电子商务的发展，能够推动农村经济持续增长，为农村农业建设注入新动力和生机，改善农民生活条件，促进农民收入增加。但在农村电子商务发展过程中存在人才资源短缺、品牌效应弱、物流体系不健全和市场监管存在漏洞的问题，正确面对农村电子商务中存在的困境，强化农村地区电商人才的培养，推动品牌建设，完善基础设施建设，有序引导农村电子商务建设，以此来实现农村电子商务健康发展，实现乡村振兴战略目标。The rural revitalisation strategy is an important measure to realise the modernisation of rural agriculture and an effective way to narrow the gap between urban and rural areas. The development of rural e-commerce can promote the sustainable growth of rural economy, inject new momentum and vitality into rural agricultural construction, improve the living conditions of farmers, and promote the increase of farmers’ income. However, in the process of the development of rural e-commerce, there are problems such as a shortage of talent resources, weak brand effect, imperfect logistics system and loopholes in market supervision. Correctly face the dilemma in rural e-commerce, strengthen the cultivation of e-commerce talents in rural areas, promote brand building, improve infrastructure construction, and guide the construction of rural e-commerce in an orderly manner, so as to realise the healthy development of rural e-commerce and the strategic goal of rural revitalisation.