導語(yu)：農村電商扶貧發(fa)展(zhan)現狀及策略一(yi)文來源于網友(you)上(shang)傳，不代表本站觀點，若需要原創文章可(ke)咨(zi)詢(xun)客服老師，歡迎參(can)考。

摘要：當前國家非常重視鄉村振興，精準扶貧也是鄉村建設的重要內容。扶貧的模式是多樣化的，電商扶貧是一種新型扶貧方式，對提高農民的收入起到促進作用。文章主要從鄉村振興戰略下農村電商扶貧發展現狀分析、基于鄉村振興戰略背景下農村電商扶貧發展策略研究進行闡述，希望(wang)為研究農村電(dian)商扶貧的專家(jia)和學者提供理論參(can)考依據(ju)。

關鍵詞：鄉(xiang)村振興戰略；農村電商；扶貧

網(wang)絡(luo)技術(shu)的(de)(de)(de)大范(fan)圍(wei)普(pu)及，互聯網(wang)思維逐步被(bei)應用到(dao)農(nong)(nong)(nong)(nong)村(cun)扶(fu)(fu)貧(pin)(pin)工(gong)作(zuo)(zuo)中，使(shi)得電(dian)(dian)(dian)商(shang)扶(fu)(fu)貧(pin)(pin)應運而生(sheng)。在(zai)鄉村(cun)振興(xing)戰(zhan)略下，以網(wang)絡(luo)信息技術(shu)為(wei)依托，構建起電(dian)(dian)(dian)商(shang)商(shang)務(wu)新(xin)渠道，實現(xian)農(nong)(nong)(nong)(nong)產品的(de)(de)(de)大范(fan)圍(wei)銷售，不但有效(xiao)地(di)增加農(nong)(nong)(nong)(nong)民的(de)(de)(de)經(jing)(jing)濟(ji)效(xiao)益(yi)，也改變著傳統(tong)的(de)(de)(de)農(nong)(nong)(nong)(nong)業發展(zhan)形態，有利(li)于農(nong)(nong)(nong)(nong)村(cun)扶(fu)(fu)貧(pin)(pin)攻堅計劃的(de)(de)(de)全面落(luo)實。然而，在(zai)農(nong)(nong)(nong)(nong)村(cun)電(dian)(dian)(dian)商(shang)扶(fu)(fu)貧(pin)(pin)發展(zhan)過程中，發現(xian)農(nong)(nong)(nong)(nong)戶參與電(dian)(dian)(dian)商(shang)經(jing)(jing)營活動的(de)(de)(de)積極性不高，政府(fu)和企業給予農(nong)(nong)(nong)(nong)村(cun)電(dian)(dian)(dian)商(shang)扶(fu)(fu)貧(pin)(pin)工(gong)作(zuo)(zuo)的(de)(de)(de)支持力(li)度有限(xian)等問題，限(xian)制著農(nong)(nong)(nong)(nong)村(cun)電(dian)(dian)(dian)商(shang)扶(fu)(fu)貧(pin)(pin)工(gong)作(zuo)(zuo)的(de)(de)(de)深入(ru)開展(zhan)，如何有效(xiao)地(di)解決這一問題，開辟農(nong)(nong)(nong)(nong)村(cun)電(dian)(dian)(dian)商(shang)扶(fu)(fu)貧(pin)(pin)新(xin)路(lu)徑，是本文研究的(de)(de)(de)主要內容。

1鄉村振興戰略下農村電商扶貧發展現狀分析

1.1企業沒有建立與農村電商對接的產(chan)銷(xiao)機制，農產(chan)品無法實現品牌化(hua)經營

當前我國已(yi)全面建(jian)成(cheng)小康(kang)社會，農(nong)(nong)(nong)村(cun)地區經濟(ji)發展(zhan)(zhan)，以及農(nong)(nong)(nong)業(ye)(ye)(ye)生(sheng)產(chan)(chan)(chan)(chan)(chan)(chan)銷售(shou)等問題，作(zuo)為(wei)(wei)鄉(xiang)村(cun)振(zhen)(zhen)興(xing)戰(zhan)(zhan)略的(de)(de)(de)(de)重要工作(zuo)內容，需要加強(qiang)農(nong)(nong)(nong)業(ye)(ye)(ye)與網(wang)絡技(ji)術(shu)的(de)(de)(de)(de)結合，開(kai)辟(pi)出農(nong)(nong)(nong)村(cun)電商(shang)(shang)(shang)扶貧的(de)(de)(de)(de)全新途徑，為(wei)(wei)解決我國“三(san)農(nong)(nong)(nong)”問題提供(gong)新的(de)(de)(de)(de)思路(lu)[1]。鄉(xiang)村(cun)振(zhen)(zhen)興(xing)作(zuo)為(wei)(wei)在(zai)(zai)此背(bei)景(jing)下提出的(de)(de)(de)(de)戰(zhan)(zhan)略方針，為(wei)(wei)農(nong)(nong)(nong)村(cun)電子商(shang)(shang)(shang)務發展(zhan)(zhan)提供(gong)強(qiang)有(you)力(li)的(de)(de)(de)(de)支持(chi)。但同時，也對農(nong)(nong)(nong)村(cun)電商(shang)(shang)(shang)行業(ye)(ye)(ye)的(de)(de)(de)(de)發展(zhan)(zhan)提出更高的(de)(de)(de)(de)標(biao)準和(he)(he)要求(qiu)。現階段，電商(shang)(shang)(shang)服務水(shui)平難(nan)以跟隨產(chan)(chan)(chan)(chan)(chan)(chan)業(ye)(ye)(ye)擴張的(de)(de)(de)(de)趨勢(shi)，農(nong)(nong)(nong)村(cun)電商(shang)(shang)(shang)扶貧工作(zuo)面臨著(zhu)較大的(de)(de)(de)(de)壓(ya)力(li)與挑戰(zhan)(zhan)。其(qi)中(zhong)影響電商(shang)(shang)(shang)產(chan)(chan)(chan)(chan)(chan)(chan)品(pin)生(sheng)產(chan)(chan)(chan)(chan)(chan)(chan)和(he)(he)銷售(shou)最為(wei)(wei)關(guan)鍵的(de)(de)(de)(de)因(yin)素，就是電商(shang)(shang)(shang)企(qi)(qi)(qi)業(ye)(ye)(ye)沒有(you)建(jian)立起(qi)產(chan)(chan)(chan)(chan)(chan)(chan)銷對接的(de)(de)(de)(de)機制。部(bu)分企(qi)(qi)(qi)業(ye)(ye)(ye)缺少品(pin)牌化(hua)發展(zhan)(zhan)的(de)(de)(de)(de)意識(shi)，對農(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)品(pin)市(shi)場定位的(de)(de)(de)(de)不準確(que)，無法(fa)實現農(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)品(pin)標(biao)準化(hua)的(de)(de)(de)(de)生(sheng)產(chan)(chan)(chan)(chan)(chan)(chan)和(he)(he)銷售(shou)，難(nan)以帶動(dong)農(nong)(nong)(nong)戶(hu)(hu)產(chan)(chan)(chan)(chan)(chan)(chan)品(pin)朝著(zhu)產(chan)(chan)(chan)(chan)(chan)(chan)業(ye)(ye)(ye)化(hua)和(he)(he)集群(qun)化(hua)方向發展(zhan)(zhan)，造成(cheng)農(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)品(pin)無法(fa)獲(huo)(huo)取較大的(de)(de)(de)(de)利潤空間(jian)，農(nong)(nong)(nong)戶(hu)(hu)在(zai)(zai)電商(shang)(shang)(shang)平臺中(zhong)獲(huo)(huo)得的(de)(de)(de)(de)利益受限[2]。另(ling)外，電商(shang)(shang)(shang)企(qi)(qi)(qi)業(ye)(ye)(ye)技(ji)術(shu)服務水(shui)平不高，部(bu)分農(nong)(nong)(nong)戶(hu)(hu)與企(qi)(qi)(qi)業(ye)(ye)(ye)的(de)(de)(de)(de)合作(zuo)關(guan)系，還停留在(zai)(zai)產(chan)(chan)(chan)(chan)(chan)(chan)品(pin)的(de)(de)(de)(de)供(gong)應(ying)層面，不能將(jiang)企(qi)(qi)(qi)業(ye)(ye)(ye)先(xian)進的(de)(de)(de)(de)生(sheng)產(chan)(chan)(chan)(chan)(chan)(chan)技(ji)術(shu)帶入到(dao)農(nong)(nong)(nong)業(ye)(ye)(ye)生(sheng)產(chan)(chan)(chan)(chan)(chan)(chan)中(zhong)，相反卻利用企(qi)(qi)(qi)業(ye)(ye)(ye)的(de)(de)(de)(de)職(zhi)權，打壓(ya)農(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)品(pin)收購的(de)(de)(de)(de)價格，使農(nong)(nong)(nong)民成(cheng)為(wei)(wei)電商(shang)(shang)(shang)產(chan)(chan)(chan)(chan)(chan)(chan)業(ye)(ye)(ye)鏈條中(zhong)不受重視(shi)的(de)(de)(de)(de)主體，農(nong)(nong)(nong)戶(hu)(hu)營(ying)收難(nan)以提升，無法(fa)達成(cheng)電商(shang)(shang)(shang)扶貧根本性目標(biao)。

1.2農村群眾缺少電商運營能力，農產品(pin)同質(zhi)化嚴重

從當前(qian)我(wo)國農(nong)(nong)(nong)村(cun)(cun)(cun)(cun)地(di)區扶貧(pin)主體農(nong)(nong)(nong)戶角度展(zhan)開(kai)分析(xi)，發(fa)現貧(pin)困地(di)區農(nong)(nong)(nong)村(cun)(cun)(cun)(cun)普(pu)(pu)遍存(cun)在著(zhu)知識水(shui)平(ping)(ping)(ping)不(bu)高等問(wen)題(ti)，且缺少(shao)對電(dian)商(shang)運(yun)營(ying)技術的(de)(de)(de)(de)(de)了(le)解(jie)，嚴重(zhong)抑制(zhi)著(zhu)農(nong)(nong)(nong)村(cun)(cun)(cun)(cun)電(dian)子商(shang)務(wu)的(de)(de)(de)(de)(de)大范圍推廣。首先，農(nong)(nong)(nong)民受(shou)教育程度不(bu)高，且有著(zhu)較為傳統(tong)的(de)(de)(de)(de)(de)農(nong)(nong)(nong)業(ye)(ye)生產(chan)(chan)(chan)(chan)觀念(nian)，了(le)解(jie)全新(xin)概念(nian)和(he)運(yun)行模(mo)式的(de)(de)(de)(de)(de)積極性(xing)不(bu)高，產(chan)(chan)(chan)(chan)業(ye)(ye)致富的(de)(de)(de)(de)(de)意(yi)識相對淡(dan)薄[3]。這就使(shi)(shi)(shi)電(dian)子商(shang)務(wu)技術的(de)(de)(de)(de)(de)普(pu)(pu)及容易遇到困難，相關(guan)運(yun)行技術的(de)(de)(de)(de)(de)培(pei)訓活(huo)動無(wu)法(fa)開(kai)展(zhan)，農(nong)(nong)(nong)戶自(zi)身的(de)(de)(de)(de)(de)電(dian)商(shang)運(yun)營(ying)能力(li)難以提(ti)升。其次，傳統(tong)農(nong)(nong)(nong)業(ye)(ye)生產(chan)(chan)(chan)(chan)以家庭小規(gui)模(mo)的(de)(de)(de)(de)(de)經營(ying)方(fang)式為主，規(gui)模(mo)化的(de)(de)(de)(de)(de)生產(chan)(chan)(chan)(chan)經營(ying)方(fang)式，涉(she)及問(wen)題(ti)眾(zhong)多，農(nong)(nong)(nong)村(cun)(cun)(cun)(cun)居民合(he)作(zuo)意(yi)識不(bu)強，難以形成(cheng)規(gui)模(mo)化發(fa)展(zhan)形態，無(wu)法(fa)有效發(fa)揮農(nong)(nong)(nong)村(cun)(cun)(cun)(cun)電(dian)商(shang)的(de)(de)(de)(de)(de)優勢。特別是電(dian)子商(shang)務(wu)行業(ye)(ye)中(zhong)物流活(huo)動的(de)(de)(de)(de)(de)開(kai)展(zhan)，對農(nong)(nong)(nong)村(cun)(cun)(cun)(cun)交通運(yun)輸有著(zhu)較高的(de)(de)(de)(de)(de)要(yao)求。而(er)農(nong)(nong)(nong)村(cun)(cun)(cun)(cun)地(di)區基礎(chu)建(jian)設實施不(bu)完善，使(shi)(shi)(shi)電(dian)子商(shang)務(wu)活(huo)動的(de)(de)(de)(de)(de)開(kai)展(zhan)存(cun)在短板。加(jia)之(zhi)金融(rong)設施、網絡設施、倉儲設施難以實現同(tong)步的(de)(de)(de)(de)(de)發(fa)展(zhan)，使(shi)(shi)(shi)農(nong)(nong)(nong)村(cun)(cun)(cun)(cun)電(dian)子商(shang)務(wu)發(fa)展(zhan)受(shou)到限(xian)制(zhi)，扶貧(pin)工作(zuo)的(de)(de)(de)(de)(de)深入開(kai)展(zhan)需(xu)要(yao)投(tou)入較大的(de)(de)(de)(de)(de)資金和(he)技術，為地(di)區政府部門帶來(lai)較大的(de)(de)(de)(de)(de)壓(ya)力(li)[4]。最后，農(nong)(nong)(nong)村(cun)(cun)(cun)(cun)地(di)區經濟發(fa)展(zhan)水(shui)平(ping)(ping)(ping)不(bu)高，且受(shou)到地(di)理環境的(de)(de)(de)(de)(de)限(xian)制(zhi)，使(shi)(shi)(shi)農(nong)(nong)(nong)戶市場信息獲取(qu)能力(li)不(bu)足(zu)。對于市場中(zhong)產(chan)(chan)(chan)(chan)品銷售情況(kuang)的(de)(de)(de)(de)(de)不(bu)了(le)解(jie)，會在產(chan)(chan)(chan)(chan)業(ye)(ye)選(xuan)擇上表現出(chu)一定的(de)(de)(de)(de)(de)盲從性(xing)。農(nong)(nong)(nong)戶盲目地(di)跟風投(tou)產(chan)(chan)(chan)(chan)，不(bu)但會使(shi)(shi)(shi)電(dian)商(shang)平(ping)(ping)(ping)臺中(zhong)產(chan)(chan)(chan)(chan)品同(tong)質化傾向嚴重(zhong)，增(zeng)加(jia)產(chan)(chan)(chan)(chan)品的(de)(de)(de)(de)(de)競爭壓(ya)力(li)，削減農(nong)(nong)(nong)戶的(de)(de)(de)(de)(de)利潤(run)空(kong)間，還(huan)會使(shi)(shi)(shi)農(nong)(nong)(nong)業(ye)(ye)產(chan)(chan)(chan)(chan)品出(chu)現滯銷，破(po)壞市場的(de)(de)(de)(de)(de)平(ping)(ping)(ping)衡狀態，為農(nong)(nong)(nong)村(cun)(cun)(cun)(cun)地(di)區農(nong)(nong)(nong)業(ye)(ye)產(chan)(chan)(chan)(chan)業(ye)(ye)的(de)(de)(de)(de)(de)發(fa)展(zhan)帶來(lai)一定的(de)(de)(de)(de)(de)影響，同(tong)時也阻(zu)礙農(nong)(nong)(nong)村(cun)(cun)(cun)(cun)電(dian)商(shang)扶貧(pin)工作(zuo)進一步落(luo)實與發(fa)展(zhan)。

2鄉村振興戰略背景下農村電商扶貧發展策略研究

2.1加(jia)大財力與物力投入(ru)力度，建設完善的農(nong)村(cun)電(dian)商物流基礎設施

在鄉(xiang)村(cun)(cun)(cun)(cun)(cun)振興戰略(lve)背景下(xia)推(tui)動(dong)農(nong)(nong)村(cun)(cun)(cun)(cun)(cun)電(dian)(dian)商(shang)(shang)(shang)(shang)扶(fu)貧工(gong)作創新開展(zhan)(zhan)，可(ke)通(tong)過(guo)加強財(cai)力與(yu)(yu)物力方面(mian)的(de)(de)投入力度，積極搭建(jian)完善的(de)(de)農(nong)(nong)村(cun)(cun)(cun)(cun)(cun)電(dian)(dian)商(shang)(shang)(shang)(shang)物流(liu)(liu)基礎設(she)(she)施，依托現代化網(wang)絡通(tong)信(xin)(xin)工(gong)程設(she)(she)備與(yu)(yu)交通(tong)運(yun)輸(shu)(shu)條件，推(tui)動(dong)農(nong)(nong)村(cun)(cun)(cun)(cun)(cun)電(dian)(dian)子(zi)商(shang)(shang)(shang)(shang)務穩(wen)定發(fa)展(zhan)(zhan)。首先，當地(di)(di)政府部(bu)門應(ying)明確認識到(dao)扶(fu)持(chi)農(nong)(nong)村(cun)(cun)(cun)(cun)(cun)電(dian)(dian)子(zi)商(shang)(shang)(shang)(shang)務對于實施鄉(xiang)村(cun)(cun)(cun)(cun)(cun)振興戰略(lve)的(de)(de)重要意義，進一步強化對該模式的(de)(de)資金(jin)與(yu)(yu)政策投入力度，設(she)(she)置扶(fu)持(chi)政策與(yu)(yu)專(zhuan)項(xiang)資金(jin)，加強農(nong)(nong)村(cun)(cun)(cun)(cun)(cun)電(dian)(dian)商(shang)(shang)(shang)(shang)各項(xiang)基礎設(she)(she)施建(jian)設(she)(she)[5]。包(bao)(bao)括(kuo)物流(liu)(liu)信(xin)(xin)息化平(ping)(ping)臺(tai)、電(dian)(dian)商(shang)(shang)(shang)(shang)平(ping)(ping)臺(tai)、智能電(dian)(dian)話(hua)及移動(dong)網(wang)絡等，保證農(nong)(nong)村(cun)(cun)(cun)(cun)(cun)電(dian)(dian)子(zi)商(shang)(shang)(shang)(shang)務主(zhu)體之間可(ke)快(kuai)速準(zhun)確傳遞(di)物流(liu)(liu)信(xin)(xin)息，提(ti)(ti)升物流(liu)(liu)服(fu)務質(zhi)量(liang)。其次(ci)，政府部(bu)門可(ke)通(tong)過(guo)加大對農(nong)(nong)村(cun)(cun)(cun)(cun)(cun)電(dian)(dian)商(shang)(shang)(shang)(shang)扶(fu)貧發(fa)展(zhan)(zhan)作用、優(you)勢及價值的(de)(de)宣傳和普(pu)及，提(ti)(ti)高(gao)廣大人(ren)民群眾對此方面(mian)的(de)(de)重視，并出(chu)臺(tai)專(zhuan)項(xiang)扶(fu)持(chi)資金(jin)與(yu)(yu)稅收、融資等方面(mian)的(de)(de)政策支持(chi)，為農(nong)(nong)村(cun)(cun)(cun)(cun)(cun)電(dian)(dian)商(shang)(shang)(shang)(shang)高(gao)科技技術的(de)(de)引進提(ti)(ti)供資金(jin)幫助(zhu)。并吸(xi)引外界更多龍頭企業、電(dian)(dian)子(zi)商(shang)(shang)(shang)(shang)務人(ren)才參與(yu)(yu)其中，從而促進農(nong)(nong)村(cun)(cun)(cun)(cun)(cun)電(dian)(dian)商(shang)(shang)(shang)(shang)精準(zhun)扶(fu)貧機(ji)制的(de)(de)長效發(fa)展(zhan)(zhan)[6]。除此之外，應(ying)針對農(nong)(nong)村(cun)(cun)(cun)(cun)(cun)地(di)(di)區地(di)(di)貌形勢，搭建(jian)全(quan)(quan)方位(wei)物流(liu)(liu)設(she)(she)施與(yu)(yu)路線，包(bao)(bao)括(kuo)公路運(yun)輸(shu)(shu)、鐵(tie)路運(yun)輸(shu)(shu)、河道運(yun)輸(shu)(shu)、海(hai)洋運(yun)輸(shu)(shu)等，確保農(nong)(nong)村(cun)(cun)(cun)(cun)(cun)特色產品(pin)實施流(liu)(liu)動(dong)。在通(tong)過(guo)加強偏遠貧困地(di)(di)區通(tong)信(xin)(xin)工(gong)程項(xiang)目建(jian)設(she)(she)，實現互聯網(wang)全(quan)(quan)面(mian)覆蓋，為農(nong)(nong)村(cun)(cun)(cun)(cun)(cun)電(dian)(dian)商(shang)(shang)(shang)(shang)發(fa)展(zhan)(zhan)打下(xia)堅實基礎。

2.2加強頂層設(she)計構建三大電商(shang)(shang)扶(fu)貧平臺，提升農村電商(shang)(shang)綜合服務水(shui)平

為(wei)進一(yi)步在(zai)鄉村(cun)(cun)(cun)振興戰(zhan)略背景(jing)下(xia)推(tui)動農(nong)(nong)村(cun)(cun)(cun)電(dian)(dian)(dian)(dian)(dian)(dian)(dian)商(shang)(shang)(shang)(shang)(shang)扶(fu)(fu)(fu)(fu)貧(pin)(pin)(pin)創(chuang)(chuang)新(xin)(xin)發展(zhan)，應(ying)(ying)加(jia)(jia)強(qiang)頂層設計，創(chuang)(chuang)新(xin)(xin)農(nong)(nong)村(cun)(cun)(cun)電(dian)(dian)(dian)(dian)(dian)(dian)(dian)商(shang)(shang)(shang)(shang)(shang)扶(fu)(fu)(fu)(fu)貧(pin)(pin)(pin)理念，積(ji)極(ji)(ji)構(gou)(gou)建(jian)三(san)大(da)電(dian)(dian)(dian)(dian)(dian)(dian)(dian)商(shang)(shang)(shang)(shang)(shang)扶(fu)(fu)(fu)(fu)貧(pin)(pin)(pin)平(ping)(ping)(ping)臺(tai)(tai)(tai)(tai)(tai)(tai)，提(ti)升(sheng)農(nong)(nong)村(cun)(cun)(cun)電(dian)(dian)(dian)(dian)(dian)(dian)(dian)商(shang)(shang)(shang)(shang)(shang)綜合服(fu)務(wu)水平(ping)(ping)(ping)的(de)同(tong)時，搭(da)建(jian)可(ke)復(fu)制(zhi)、可(ke)推(tui)廣的(de)電(dian)(dian)(dian)(dian)(dian)(dian)(dian)商(shang)(shang)(shang)(shang)(shang)扶(fu)(fu)(fu)(fu)貧(pin)(pin)(pin)長效機制(zhi)。在(zai)具體實(shi)踐(jian)中，首先需要加(jia)(jia)強(qiang)農(nong)(nong)村(cun)(cun)(cun)電(dian)(dian)(dian)(dian)(dian)(dian)(dian)商(shang)(shang)(shang)(shang)(shang)扶(fu)(fu)(fu)(fu)貧(pin)(pin)(pin)與互聯網研究(jiu)院的(de)合作，積(ji)極(ji)(ji)搭(da)建(jian)農(nong)(nong)村(cun)(cun)(cun)電(dian)(dian)(dian)(dian)(dian)(dian)(dian)商(shang)(shang)(shang)(shang)(shang)研究(jiu)院，為(wei)農(nong)(nong)村(cun)(cun)(cun)電(dian)(dian)(dian)(dian)(dian)(dian)(dian)商(shang)(shang)(shang)(shang)(shang)扶(fu)(fu)(fu)(fu)貧(pin)(pin)(pin)全(quan)面創(chuang)(chuang)新(xin)(xin)開展(zhan)提(ti)供智力(li)支持(chi)。同(tong)時，農(nong)(nong)村(cun)(cun)(cun)電(dian)(dian)(dian)(dian)(dian)(dian)(dian)商(shang)(shang)(shang)(shang)(shang)扶(fu)(fu)(fu)(fu)貧(pin)(pin)(pin)負責人應(ying)(ying)積(ji)極(ji)(ji)參加(jia)(jia)淘寶大(da)學定(ding)制(zhi)班(ban)、農(nong)(nong)產品上行(xing)高級研究(jiu)班(ban)或(huo)各類電(dian)(dian)(dian)(dian)(dian)(dian)(dian)商(shang)(shang)(shang)(shang)(shang)峰(feng)會，組織創(chuang)(chuang)業(ye)青年(nian)、貧(pin)(pin)(pin)困(kun)(kun)村(cun)(cun)(cun)骨(gu)干參加(jia)(jia)線上線下(xia)電(dian)(dian)(dian)(dian)(dian)(dian)(dian)商(shang)(shang)(shang)(shang)(shang)扶(fu)(fu)(fu)(fu)貧(pin)(pin)(pin)使用(yong)技能(neng)培訓(xun)班(ban)及(ji)專業(ye)講座，積(ji)極(ji)(ji)引進創(chuang)(chuang)新(xin)(xin)農(nong)(nong)村(cun)(cun)(cun)電(dian)(dian)(dian)(dian)(dian)(dian)(dian)商(shang)(shang)(shang)(shang)(shang)扶(fu)(fu)(fu)(fu)貧(pin)(pin)(pin)理念，推(tui)動全(quan)社會樹(shu)立(li)電(dian)(dian)(dian)(dian)(dian)(dian)(dian)商(shang)(shang)(shang)(shang)(shang)扶(fu)(fu)(fu)(fu)貧(pin)(pin)(pin)新(xin)(xin)理念[7]。其(qi)次，以創(chuang)(chuang)新(xin)(xin)扶(fu)(fu)(fu)(fu)貧(pin)(pin)(pin)理念為(wei)指導，同(tong)步構(gou)(gou)建(jian)電(dian)(dian)(dian)(dian)(dian)(dian)(dian)商(shang)(shang)(shang)(shang)(shang)孵化(hua)(hua)平(ping)(ping)(ping)臺(tai)(tai)(tai)(tai)(tai)(tai)、電(dian)(dian)(dian)(dian)(dian)(dian)(dian)商(shang)(shang)(shang)(shang)(shang)服(fu)務(wu)平(ping)(ping)(ping)臺(tai)(tai)(tai)(tai)(tai)(tai)與電(dian)(dian)(dian)(dian)(dian)(dian)(dian)商(shang)(shang)(shang)(shang)(shang)協會中介平(ping)(ping)(ping)臺(tai)(tai)(tai)(tai)(tai)(tai)，為(wei)農(nong)(nong)村(cun)(cun)(cun)地(di)區的(de)貧(pin)(pin)(pin)困(kun)(kun)戶提(ti)供高質量、全(quan)面性(xing)、科技化(hua)(hua)的(de)綜合性(xing)增(zeng)(zeng)收促銷平(ping)(ping)(ping)臺(tai)(tai)(tai)(tai)(tai)(tai)，帶動地(di)方經濟(ji)飛速發展(zhan)，早一(yi)步實(shi)現鄉村(cun)(cun)(cun)振興。其(qi)中，電(dian)(dian)(dian)(dian)(dian)(dian)(dian)商(shang)(shang)(shang)(shang)(shang)孵化(hua)(hua)平(ping)(ping)(ping)臺(tai)(tai)(tai)(tai)(tai)(tai)可(ke)通過積(ji)極(ji)(ji)引進農(nong)(nong)商(shang)(shang)(shang)(shang)(shang)通電(dian)(dian)(dian)(dian)(dian)(dian)(dian)子商(shang)(shang)(shang)(shang)(shang)務(wu)公司(si)、科技有限(xian)公司(si)等龍(long)頭(tou)企業(ye)，將當地(di)閑置院落改造(zao)為(wei)電(dian)(dian)(dian)(dian)(dian)(dian)(dian)商(shang)(shang)(shang)(shang)(shang)孵化(hua)(hua)園(yuan)，增(zeng)(zeng)設路演培訓(xun)廳、物流倉儲區、農(nong)(nong)特(te)產品體驗餐廳、產品展(zhan)銷區，帶動企業(ye)轉型升(sheng)級的(de)同(tong)時，幫助農(nong)(nong)村(cun)(cun)(cun)地(di)區的(de)貧(pin)(pin)(pin)困(kun)(kun)戶參與電(dian)(dian)(dian)(dian)(dian)(dian)(dian)商(shang)(shang)(shang)(shang)(shang)就(jiu)業(ye)。除此之(zhi)外，電(dian)(dian)(dian)(dian)(dian)(dian)(dian)商(shang)(shang)(shang)(shang)(shang)服(fu)務(wu)平(ping)(ping)(ping)臺(tai)(tai)(tai)(tai)(tai)(tai)中電(dian)(dian)(dian)(dian)(dian)(dian)(dian)商(shang)(shang)(shang)(shang)(shang)協會中介平(ping)(ping)(ping)臺(tai)(tai)(tai)(tai)(tai)(tai)的(de)搭(da)建(jian)，可(ke)通過積(ji)極(ji)(ji)引進阿里(li)、蘇寧等成(cheng)熟的(de)管理運營(ying)模(mo)式(shi)，大(da)力(li)扶(fu)(fu)(fu)(fu)持(chi)本土化(hua)(hua)電(dian)(dian)(dian)(dian)(dian)(dian)(dian)商(shang)(shang)(shang)(shang)(shang)平(ping)(ping)(ping)臺(tai)(tai)(tai)(tai)(tai)(tai)，為(wei)農(nong)(nong)村(cun)(cun)(cun)地(di)區的(de)貧(pin)(pin)(pin)困(kun)(kun)農(nong)(nong)戶提(ti)供電(dian)(dian)(dian)(dian)(dian)(dian)(dian)商(shang)(shang)(shang)(shang)(shang)銷售渠道(dao)。為(wei)農(nong)(nong)村(cun)(cun)(cun)電(dian)(dian)(dian)(dian)(dian)(dian)(dian)商(shang)(shang)(shang)(shang)(shang)從業(ye)者提(ti)供信息共享(xiang)、技術互助、資源整合的(de)平(ping)(ping)(ping)臺(tai)(tai)(tai)(tai)(tai)(tai)，切實(shi)解決農(nong)(nong)村(cun)(cun)(cun)貧(pin)(pin)(pin)困(kun)(kun)戶農(nong)(nong)特(te)產品銷售難、資源缺失(shi)等問題，推(tui)動農(nong)(nong)村(cun)(cun)(cun)貧(pin)(pin)(pin)困(kun)(kun)戶良性(xing)發展(zhan)[8]。

2.3加強電子商務(wu)人才引(yin)進與培養力度，打(da)造高素(su)質技能型電子商務(wu)團隊

鄉村(cun)(cun)(cun)(cun)振(zhen)興戰(zhan)略背景下農(nong)(nong)(nong)(nong)(nong)(nong)村(cun)(cun)(cun)(cun)電(dian)(dian)(dian)(dian)商(shang)(shang)扶貧工作的(de)(de)創(chuang)(chuang)新(xin)開展(zhan)，需要加強(qiang)對農(nong)(nong)(nong)(nong)(nong)(nong)村(cun)(cun)(cun)(cun)領軍(jun)人(ren)(ren)(ren)才(cai)(cai)(cai)的(de)(de)培(pei)(pei)養，以及對優秀電(dian)(dian)(dian)(dian)商(shang)(shang)人(ren)(ren)(ren)才(cai)(cai)(cai)的(de)(de)引進，通過(guo)人(ren)(ren)(ren)才(cai)(cai)(cai)成功(gong)實(shi)踐來激(ji)發更(geng)(geng)(geng)多(duo)農(nong)(nong)(nong)(nong)(nong)(nong)民(min)(min)參與(yu)(yu)熱情，為(wei)廣(guang)大貧困農(nong)(nong)(nong)(nong)(nong)(nong)戶(hu)提(ti)供更(geng)(geng)(geng)為(wei)直接、豐(feng)富(fu)、科(ke)學的(de)(de)電(dian)(dian)(dian)(dian)商(shang)(shang)銷售經驗(yan)，打造高素(su)質技(ji)(ji)能(neng)(neng)型電(dian)(dian)(dian)(dian)子(zi)商(shang)(shang)務(wu)(wu)團隊(dui)，同(tong)時更(geng)(geng)(geng)好(hao)地(di)(di)帶動農(nong)(nong)(nong)(nong)(nong)(nong)村(cun)(cun)(cun)(cun)電(dian)(dian)(dian)(dian)商(shang)(shang)創(chuang)(chuang)新(xin)發展(zhan)。首先(xian)，當(dang)地(di)(di)政府部門(men)應加強(qiang)與(yu)(yu)技(ji)(ji)能(neng)(neng)培(pei)(pei)訓機構(gou)、電(dian)(dian)(dian)(dian)子(zi)商(shang)(shang)務(wu)(wu)平(ping)臺、職業(ye)院校之(zhi)間的(de)(de)溝通合(he)作，定期下鄉組(zu)織(zhi)開展(zhan)電(dian)(dian)(dian)(dian)商(shang)(shang)知(zhi)識與(yu)(yu)技(ji)(ji)能(neng)(neng)培(pei)(pei)訓活動，并(bing)鼓勵有條(tiao)件(jian)的(de)(de)農(nong)(nong)(nong)(nong)(nong)(nong)民(min)(min)到相應學校學習電(dian)(dian)(dian)(dian)商(shang)(shang)知(zhi)識，使之(zhi)能(neng)(neng)夠快(kuai)速(su)適應農(nong)(nong)(nong)(nong)(nong)(nong)村(cun)(cun)(cun)(cun)電(dian)(dian)(dian)(dian)商(shang)(shang)發展(zhan)新(xin)要求。其次，應加強(qiang)政策方(fang)面(mian)(mian)的(de)(de)扶持，支持更(geng)(geng)(geng)多(duo)農(nong)(nong)(nong)(nong)(nong)(nong)民(min)(min)子(zi)弟回村(cun)(cun)(cun)(cun)創(chuang)(chuang)業(ye)、就(jiu)業(ye)，努力(li)培(pei)(pei)養本土化(hua)(hua)(hua)電(dian)(dian)(dian)(dian)商(shang)(shang)人(ren)(ren)(ren)才(cai)(cai)(cai)，讓農(nong)(nong)(nong)(nong)(nong)(nong)村(cun)(cun)(cun)(cun)電(dian)(dian)(dian)(dian)商(shang)(shang)獲得(de)更(geng)(geng)(geng)好(hao)發展(zhan)[9]。同(tong)時，應采取層(ceng)(ceng)次性培(pei)(pei)養方(fang)法，聘請發達地(di)(di)區(qu)工作經驗(yan)豐(feng)富(fu)、理論知(zhi)識充(chong)足(zu)的(de)(de)電(dian)(dian)(dian)(dian)商(shang)(shang)優秀人(ren)(ren)(ren)才(cai)(cai)(cai)，到農(nong)(nong)(nong)(nong)(nong)(nong)村(cun)(cun)(cun)(cun)地(di)(di)區(qu)開展(zhan)針對性、層(ceng)(ceng)次化(hua)(hua)(hua)培(pei)(pei)訓，以切實(shi)提(ti)高當(dang)地(di)(di)農(nong)(nong)(nong)(nong)(nong)(nong)戶(hu)電(dian)(dian)(dian)(dian)子(zi)商(shang)(shang)務(wu)(wu)技(ji)(ji)能(neng)(neng)水平(ping)。除(chu)此之(zhi)外，還應加強(qiang)與(yu)(yu)當(dang)地(di)(di)教育機構(gou)之(zhi)間的(de)(de)合(he)作，開設農(nong)(nong)(nong)(nong)(nong)(nong)村(cun)(cun)(cun)(cun)電(dian)(dian)(dian)(dian)子(zi)商(shang)(shang)務(wu)(wu)專業(ye)，引入實(shi)操型教師組(zu)建“雙師制(zhi)”教師隊(dui)伍(wu)，重點培(pei)(pei)養農(nong)(nong)(nong)(nong)(nong)(nong)村(cun)(cun)(cun)(cun)地(di)(di)區(qu)學生專業(ye)的(de)(de)電(dian)(dian)(dian)(dian)子(zi)商(shang)(shang)務(wu)(wu)知(zhi)識與(yu)(yu)技(ji)(ji)能(neng)(neng)，提(ti)高學生扶貧意識[10]。并(bing)通過(guo)開發質量過(guo)硬的(de)(de)電(dian)(dian)(dian)(dian)商(shang)(shang)扶貧專門(men)網絡教育平(ping)臺，打造個(ge)性化(hua)(hua)(hua)選課、線下面(mian)(mian)對面(mian)(mian)交流人(ren)(ren)(ren)才(cai)(cai)(cai)培(pei)(pei)養模式，為(wei)農(nong)(nong)(nong)(nong)(nong)(nong)村(cun)(cun)(cun)(cun)電(dian)(dian)(dian)(dian)商(shang)(shang)扶貧儲(chu)備高級(ji)人(ren)(ren)(ren)才(cai)(cai)(cai)。再通過(guo)暢(chang)通農(nong)(nong)(nong)(nong)(nong)(nong)村(cun)(cun)(cun)(cun)電(dian)(dian)(dian)(dian)商(shang)(shang)扶貧人(ren)(ren)(ren)才(cai)(cai)(cai)進修(xiu)機制(zhi)，與(yu)(yu)高水平(ping)院校、國家級(ji)龍頭(tou)企業(ye)簽訂人(ren)(ren)(ren)才(cai)(cai)(cai)進修(xiu)協議，以公(gong)費形式大力(li)支持農(nong)(nong)(nong)(nong)(nong)(nong)村(cun)(cun)(cun)(cun)電(dian)(dian)(dian)(dian)商(shang)(shang)人(ren)(ren)(ren)才(cai)(cai)(cai)參與(yu)(yu)進修(xiu)，不斷提(ti)高電(dian)(dian)(dian)(dian)商(shang)(shang)人(ren)(ren)(ren)才(cai)(cai)(cai)技(ji)(ji)能(neng)(neng)水平(ping)，構(gou)建多(duo)層(ceng)(ceng)次的(de)(de)農(nong)(nong)(nong)(nong)(nong)(nong)村(cun)(cun)(cun)(cun)電(dian)(dian)(dian)(dian)商(shang)(shang)扶貧人(ren)(ren)(ren)才(cai)(cai)(cai)培(pei)(pei)養機制(zhi)。

3結束語

總(zong)而言之，鄉村振(zhen)興(xing)戰略的(de)(de)實施(shi)，使得(de)農(nong)(nong)(nong)業生(sheng)產(chan)(chan)(chan)(chan)和銷(xiao)(xiao)售問題成為國(guo)家和社會發(fa)展的(de)(de)焦點。農(nong)(nong)(nong)村產(chan)(chan)(chan)(chan)業化運行(xing)中(zhong)，受到電(dian)子(zi)商(shang)(shang)務(wu)的(de)(de)影響，逐漸開(kai)拓出農(nong)(nong)(nong)村電(dian)商(shang)(shang)運行(xing)的(de)(de)新渠道，不(bu)但為農(nong)(nong)(nong)村扶貧(pin)工(gong)作(zuo)帶來新的(de)(de)動能，也有效(xiao)地(di)解(jie)決農(nong)(nong)(nong)業生(sheng)產(chan)(chan)(chan)(chan)和銷(xiao)(xiao)售上的(de)(de)問題。針對(dui)(dui)這種優(you)勢(shi)，需要政府和企(qi)業加強(qiang)對(dui)(dui)農(nong)(nong)(nong)村電(dian)商(shang)(shang)的(de)(de)扶持，在傳統(tong)營銷(xiao)(xiao)模式的(de)(de)基礎上，建立完善的(de)(de)物(wu)流、服(fu)務(wu)、銷(xiao)(xiao)售平臺(tai)，發(fa)揮電(dian)子(zi)商(shang)(shang)務(wu)的(de)(de)優(you)勢(shi)，促進農(nong)(nong)(nong)業產(chan)(chan)(chan)(chan)品的(de)(de)大范圍銷(xiao)(xiao)售，促進農(nong)(nong)(nong)業產(chan)(chan)(chan)(chan)品品牌的(de)(de)建設和推廣，有效(xiao)增加農(nong)(nong)(nong)村地(di)區(qu)(qu)的(de)(de)經濟收入，改善當前農(nong)(nong)(nong)村地(di)區(qu)(qu)產(chan)(chan)(chan)(chan)業發(fa)展不(bu)均衡的(de)(de)現(xian)狀，保障扶貧(pin)開(kai)發(fa)工(gong)作(zuo)的(de)(de)有序落實，從(cong)而達到我國(guo)電(dian)商(shang)(shang)扶貧(pin)的(de)(de)根本目的(de)(de)。

作者：楊霄 徐(xu)珊珊 單位：黑(hei)龍江工商(shang)學院