农村电子商务的发展现状与对策研究
摘 要
随着信息技术的迅猛发展，农村电子商务作为连接城乡市场、促进乡村振兴的重要途径，日益受到广泛关注。当前农村电商基础设施不断完善，但物流配送“最后一公里”难题依然突出；农产品标准化程度低制约了规模化发展；人才短缺成为限制农村电商可持续发展的关键瓶颈。创新性地提出了构建“政府-企业-农户”三位一体协同机制，通过完善物流体系、加强品牌建设、培育专业人才等措施，为农村电商健康发展提供保障。本研究不仅丰富了农村电商理论体系，更为政府制定相关政策提供了实证依据，对推动农村数字经济高质量发展具有重要现实意义。
关键词：农村电子商务；物流配送；农产品标准化
ABSTRACT
With the rapid development of information technology, rural e-commerce, as an important way to connect urban and rural markets and promote rural revitalization, has increasingly attracted extensive attention. At present, the rural e-commerce infrastructure is constantly improving, but the "last kilometer" problem of logistics distribution is still prominent; the low standardization degree of agricultural products restricts the scale development; the talent shortage becomes the key bottleneck restricting the sustainable development of rural e-commerce. It innovatively puts forward the construction of a three-pronged coordination mechanism of "government-enterprise-farmer", and guarantees the healthy development of rural e-commerce by improving the logistics system, strengthening brand building and cultivating professional talents. This study not only enriches the theoretical system of rural e-commerce, but also provides an empirical basis for the government to formulate relevant policies, which is of great practical significance for promoting the high-quality development of rural digital economy.
KEY WORDS： Rural e-commerce; logistics distribution; standardization of agricultural products
目 录
摘 要 I
ABSTRACT II
1 绪论 1
1.1 研究背景及意义 1
1.2 国内外研究现状 1
1.3 研究方法与技术路线 2
2 农村电子商务发展现状分析 2
2.1 农村电商基础设施建设 2
2.2 农产品上行流通模式 3
2.3 农村电商人才队伍建设 4
3 农村电商发展中面临的问题 4
3.1 物流配送体系瓶颈 4
3.2 产品质量标准缺失 5
3.3 品牌建设滞后问题 6
4 推动农村电商发展的对策建议 6
4.1 完善政策支持体系 6
4.2 构建综合服务平台 7
4.3 创新人才培养机制 8
结论 10
致 谢 11
参考文献 12
摘 要
随着信息技术的迅猛发展，农村电子商务作为连接城乡市场、促进乡村振兴的重要途径，日益受到广泛关注。当前农村电商基础设施不断完善，但物流配送“最后一公里”难题依然突出；农产品标准化程度低制约了规模化发展；人才短缺成为限制农村电商可持续发展的关键瓶颈。创新性地提出了构建“政府-企业-农户”三位一体协同机制，通过完善物流体系、加强品牌建设、培育专业人才等措施，为农村电商健康发展提供保障。本研究不仅丰富了农村电商理论体系，更为政府制定相关政策提供了实证依据，对推动农村数字经济高质量发展具有重要现实意义。
关键词：农村电子商务；物流配送；农产品标准化
ABSTRACT
With the rapid development of information technology, rural e-commerce, as an important way to connect urban and rural markets and promote rural revitalization, has increasingly attracted extensive attention. At present, the rural e-commerce infrastructure is constantly improving, but the "last kilometer" problem of logistics distribution is still prominent; the low standardization degree of agricultural products restricts the scale development; the talent shortage becomes the key bottleneck restricting the sustainable development of rural e-commerce. It innovatively puts forward the construction of a three-pronged coordination mechanism of "government-enterprise-farmer", and guarantees the healthy development of rural e-commerce by improving the logistics system, strengthening brand building and cultivating professional talents. This study not only enriches the theoretical system of rural e-commerce, but also provides an empirical basis for the government to formulate relevant policies, which is of great practical significance for promoting the high-quality development of rural digital economy.
KEY WORDS： Rural e-commerce; logistics distribution; standardization of agricultural products
目 录
摘 要 I
ABSTRACT II
1 绪论 1
1.1 研究背景及意义 1
1.2 国内外研究现状 1
1.3 研究方法与技术路线 2
2 农村电子商务发展现状分析 2
2.1 农村电商基础设施建设 2
2.2 农产品上行流通模式 3
2.3 农村电商人才队伍建设 4
3 农村电商发展中面临的问题 4
3.1 物流配送体系瓶颈 4
3.2 产品质量标准缺失 5
3.3 品牌建设滞后问题 6
4 推动农村电商发展的对策建议 6
4.1 完善政策支持体系 6
4.2 构建综合服务平台 7
4.3 创新人才培养机制 8
结论 10
致 谢 11
参考文献 12
