Research on the Development Strategies of Government Support for Rural E-Commerce under the Background of Rural Revitalization

在乡村振兴战略深入实施的背景下，电商作为数字经济的重要组成部分，也在农村发展以及增加农民收入等方面发挥了不容忽视的作用。本文在阐述农村电商对乡村振兴重要意义的基础上，分析当前农村电商发展的现状和存在的问题，比如人才短缺、物流配送体系不完善、农产品标准化和品牌化程度低等。所以也从政策支持、人才培养、物流体系建设、品牌培育等多个维度提出政府扶持农村电商的针对性策略，旨在为推动农村电商和农村经济的高质量发展注入强劲动力，促进农民的收入增加。Against the backdrop of the in-depth implementation of the rural revitalization strategy, e-commerce, as a vital component of the digital economy, has played a non-negligible role in rural development and increasing farmers’ incomes. Based on expounding the significance of rural e-commerce for rural revitalization, this paper analyzes the current development status and existing problems of rural e-commerce, such as talent shortage, imperfect logistics distribution system, and low standardization and branding of agricultural products. Therefore, it proposes targeted strategies for government support of rural e-commerce from multiple dimensions, including policy support, talent cultivation, logistics system construction, and brand cultivation, aiming to inject strong impetus into the high-quality development of rural e-commerce and rural economy, and promote the increase of farmers’ incomes.