乡村振兴背景下农村电商赋能县域经济高质量发展的路径与效应研究

Core Viewpoint - Rural e-commerce is becoming a crucial link between small farmers and large markets, driving the transformation of county economies from "resource-dependent" to "digitally-driven" [2][3] Group 1: Rural E-commerce and County Economy - In 2024, the national rural online retail sales are expected to exceed 2.8 trillion yuan, with a year-on-year growth of 16.3%, and county e-commerce transactions accounting for over 65% [3] - Rural e-commerce faces challenges such as high logistics costs (over 25% in some counties), low brand recognition of specialty products, and a talent gap of 1.2 million [3][4] - The integration of rural e-commerce with county economies is essential for rural industrial revitalization and reducing urban-rural disparities [3][4] Group 2: Empowerment Paths of Rural E-commerce - Rural e-commerce promotes the transformation of county specialty industries by extending the industrial chain and enhancing added value, such as the integration of over 120 wooden toy manufacturers in Zhejiang Suichang, achieving an annual output value exceeding 5 billion yuan [6] - E-commerce creates job opportunities and encourages return entrepreneurship, with over 40% of rural e-commerce entrepreneurs being returnees, leading to significant income increases for local farmers [7] - E-commerce facilitates the flow of talent, capital, and technology back to counties, addressing urban-rural development imbalances [8] Group 3: Core Effects and Mechanisms of Rural E-commerce - Rural e-commerce activates niche resources by connecting county specialty products to the national long-tail market, significantly increasing sales for local products [9] - A collaborative system among farmers, cooperatives, e-commerce companies, and platforms is established, ensuring shared benefits and improved profitability [10] - The development of e-commerce drives the upgrade of county logistics and digital infrastructure, creating a positive cycle of economic growth [11] Group 4: Conclusions and Recommendations - Rural e-commerce is a key driver for the transformation of county economies from "resource reliance" to "digital empowerment," with core mechanisms including scale effects, collaborative effects, and upgrade effects [12] - Different counties should adopt differentiated development strategies based on their resource endowments, focusing on branding and logistics for agricultural counties and e-commerce for industrial counties [13] - Recommendations include enhancing collaboration between e-commerce companies and cooperatives, establishing county e-commerce industry alliances, and increasing government investment in logistics and digital infrastructure [14]