Research on the Current Situation and Countermeasures of Empowering Rural Family Entrepreneurship by E-Commerce Economy

电商经济作为数字经济的重要组成部分，为农村家庭创业提供了新的机遇和平台。近年来，我国农村电商发展迅速，已成为推动乡村经济增长与家庭创业活力的核心引擎。然而，在基础设施、人才储备、品牌建设以及政策落实等方面，农村电商仍面临着诸多现实困境。这些困境不仅制约了农村家庭创业的进一步发展，也影响了其在乡村振兴战略中的作用发挥。本文系统梳理了电商经济赋能农村家庭创业的重要意义、发展现状以及现实困境，并基于此提出了针对性的优化策略，旨在为推动农村电商高质量发展、助力乡村振兴提供理论支持与实践参考。As an important part of the digital economy, the e-commerce economy provides new opportunities and platforms for rural family entrepreneurship. In recent years, China’s rural e-commerce has developed rapidly and has become the core engine to promote rural economic growth and the vitality of family entrepreneurship. However, rural e-commerce still faces many practical difficulties in infrastructure, talent reserve, brand building, and policy implementation. These difficulties not only restrict the further development of rural family entrepreneurship, but also affect its role in the rural revitalization strategy. This paper systematically combs the significance, development status, and realistic dilemma of e-commerce economy empowering rural family entrepreneurship, and based on this, puts forward targeted optimization strategies, aiming at providing theoretical support and practical reference for promoting the high-quality development of rural e-commerce and helping rural revitalization.