Research on the effect of rural e-commerce promoting farmers' income increase under the background of digital village construction——Taking the apple growers in Shandong Province as an example
数字乡村建设背景下农村电商促进农户增收效应研究——以山东省苹果种植户为例

摘要

山东省是我国渤海湾重要的苹果产区。如今，苹果产业已发展成为山东省农村经济的重要支柱产业，对提高农民收入具有重要意义。本文结合访谈结果和调查结果，以山东省苹果种植户为研究对象。探究数字乡村建设背景下农村电商发展现状以及农村电商对农户增收效应，同时从典型中总结成功经验，提出政策建议，为其它地区提供借鉴。当下国家数字乡村发展为更重形式的农业经济提供渠道和机会，积极探索乡村的数字经济尤其是电商方面的发展可行性，对于建设数字乡村和推动乡村振兴有重要作用。

Abstract

Shandong Province is an important apple producing area in the Bohai Bay of my country. Today, the apple industry has developed into an important pillar industry of the rural economy in Shandong Province, which is of great significance to improving farmers' income. Combined with the interview results and survey results, this paper takes apple growers in Shandong Province as the research object. This paper explores the development status of rural e-commerce and the effect of rural e-commerce on farmers' income in the context of digital village construction. At the same time, it summarizes successful experiences from typical examples, puts forward policy suggestions, and provides reference for other regions. The current national digital village development provides channels and opportunities for a more serious form of agricultural economy. Actively exploring the development feasibility of the rural digital economy, especially e-commerce, plays an important role in building digital villages and promoting rural revitalization.