Digital Economy and Rural Revitalization: Driving Mechanism, Real Dilemma and Research Prospects

• Zihao Lu

  Author

Under the background of the rapid development of the digital economy and the continuous promotion of the rural revitalization strategy, rural e-commerce has gradually become an important force to promote the development of rural industries, increase farmers' income and optimize the rural economic structure. This article focuses on the empowerment of rural areas by the digital economy, and combines the Long Tail Theory to analyze the role mechanism of rural e-commerce in expanding agricultural product sales channels, promoting the restructuring of the agricultural industry chain, promoting brand upgrading, and driving rural employment. The study found that rural e-commerce can not only break through the geographical restrictions of traditional agricultural product sales and improve its market competitiveness, but also promote the transformation of rural industries through e-commerce platforms and supply chain optimization. However, at present, the high-quality development of rural e-commerce is still facing the real dilemmas of digital divide, shortage of composite talents, imperfect logistics system, homogeneous competition of products and uneven distribution of platform traffic. Therefore, this article proposes that the application research of artificial intelligence, big data and other cutting-edge digital technologies in the rural e-commerce supply chain should be strengthened in the future, and pay attention to cross-regional coordination and the construction of a national unified large market for agricultural products. In general, rural e-commerce plays an important role in rural revitalization, but its sustainable development still needs to be promoted in many aspects such as infrastructure construction, talent training and platform governance.

• JAESD000022.pdf