“三农”问题是关系国计民生的根本性问题。我国作为农业大国，长久以来一直把解决好农业农村农民问题作为推动社会经济发展、实现民族复兴的重要任务。党的十九大，以习近平同志为核心的党中央从党和国家事业全局出发、着眼于解决我国社会主要矛盾、为加快实现“两个一百年”奋斗目标，提出实施乡村振兴战略，推进农业农村现代化，建设社会主义现代化强国。农村电商作为乡村振兴战略的重要抓手，全面贯彻新发展理念，充分发挥其在农业领域的先导优势，深入挖掘农村市场价值潜力，不断深化城乡经济双向流通，有效促进农村一二三产业融合发展，持续助力农村产业转型升级，加快推动农业现代化步伐，为农村经济发展注入持久动力，并取得了历史性成就。

近年来，在中央及各地各部门积极引导推动下，农村电商顶层设计不断加强，为其创造良好政策环境；基础设施和配套服务持续完善，为其奠定发展基础；省部级政策和项目重点倾斜，在技术、资金、人才等方面为其提供坚强后盾；多元主体积极参与，为其拓宽市场空间；内容电商、社交电商等模式创新发展，为其注入新鲜活力。尽管农村电商在助力脱贫攻坚战取得全面胜利上取得了一些成效，有效地帮助贫困地区农民就业、增收、脱贫，但受到各种因素约束和制约，我国农村电商发展规模在各地仍呈现出不均衡现象，同时，面对乡村振兴战略背景的新形势新要求，农村电商进入崭新的发展阶段。本文运用产业生命周期理论揭示不同阶段农村电商发展的内部逻辑，结合政府职能理论作为发展外部条件，推导政府在农村电商发展中的作用地位，选取不同区域场景下农村电商发展案例为样本，对比分析案例中农村电商发展的方式方法，探索研究有借鉴意义和应用价值的农村电商发展路径，提出符合乡村振兴战略要求的发展建议。

文章根据搜集整理的国内外关于农村电商发展的最新研究成果，分析形成关于农村电商发展现状、影响因素、积极意义和乡村振兴战略下相关研究的一般性表述，确立农村电商发展路径研究的理论前提与基本逻辑，形成基于农村产业基础和农村电商基础双维度的分类框架及农村电商发展路径的主要类型。初步假设我国农村电商在不同的区域场景下处于不同的产业发展阶段，其发展方向和侧重点不同，政府在其发展过程中所扮演的角色和地位也不同。基于产业生命周期理论和政府职能理论构建的理论框架，具体运用案例研究方法，在全国范围内，选取甘肃LN市、河南R市、湖北Y市和江苏LYG市4个农村电商经典案例作为研究农村电商发展样本，对不同区域场景中农村电商发展的基本情况、主要做法及选择逻辑进行分析，研究验证案例中农村电商发展路径类型，从产业生命周期理论视角分析农村电商发展内部逻辑，并综合考虑外部条件政府在不同发展路径中的作用。同时，在此基础上，以在实施乡村振兴战略的整体格局下加强农村经济社会发展的思路，提出农村电商转型升级的发展建议，加快推动农村电商高质量发展，助力巩固拓展脱贫攻坚成果同乡村振兴有效衔接，并乡村振兴中发挥积极作用，进一步成为推动农村经济发展的强大动力。

The problem of agriculture and rural farmers is a fundamental problem related to the national economy and the people's livelihood. On the 19th National Congress of the Communist Party of China, proceeding from the overall cause of the party and the state, focusing on solving the main social contradictions in China, and in order to accelerate the realization of the objectives of the "two centenaries", the Party Central Committee put forward the Rural Revitalization Strategy, promote agricultural and rural modernization, and build a powerful modern socialist country. As a large agricultural country, China has long regarded solving the "three rural" problems as an important task to promote social and economic development and realize national rejuvenation. As an important starting point of the Rural Revitalization Strategy, rural e-commerce fully implements the new development concept, gives full play to its leading advantages in the field of agriculture, deeply excavates the potential of rural market value, continuously deepens the two-way circulation of urban and rural economy, effectively promotes the integrated development of rural primary, secondary and tertiary industries, continues to help rural industrial transformation and upgrading, and speeds up the pace of agricultural modernization, It has injected lasting impetus into rural economic development and made historic achievements.

In recent years, under the active guidance and promotion of the central and local departments, the top-level design of rural e-commerce has been continuously strengthened to create a good policy environment for the development of rural e-commerce; optimize and improve infrastructure and supporting services to lay a development foundation for the development of rural e-commerce; provincial and ministerial policies and projects focus on providing strong backing for the development of rural e-commerce in terms of technology, capital and talents; active participation of multiple subjects to broaden the market space for the development of rural e-commerce; innovative development of content e-commerce, social e-commerce and other models has injected fresh vitality into the development of rural e-commerce. Although rural e-commerce has achieved some results in helping farmers in poverty-stricken areas to obtain employment, increase income and get rid of poverty, constrained and restricted by various factors, the development scale of rural e-commerce in China is still unbalanced. At the same time, facing the new situation and new requirements of the strategic background of rural revitalization, rural e-commerce has entered a new stage of development. This paper uses the industrial life cycle theory to reveal the internal logic of rural e-commerce development in different stages, combined with the government function theory as the external condition of development, deduces the role of the government in rural e-commerce development, selects rural e-commerce development cases in different regional scenarios as samples, compares and analyzes the ways and methods of rural e-commerce development in the cases, and explores and studies the development path of rural e-commerce with reference significance and application value, put forward development suggestions in line with the requirements of Rural Revitalization Strategy.

According to the latest research results on the development of rural e-commerce at home and abroad, this paper analyzes and forms a general expression on the development status, influencing factors, positive significance and relevant research under the Rural Revitalization Strategy, and establishes the theoretical premise and basic logic of the research on the development path of rural e-commerce, form a two-dimensional classification framework based on rural industrial foundation and rural e-commerce foundation and the main types of rural e-commerce development paths. It is preliminarily assumed that China's rural e-commerce is in different industrial development stages under different regional scenarios, its development direction and focus are different, and the role and status of the government in its development process are also different. Based on the theoretical framework constructed by the industrial life cycle theory and the government function theory, using the case study method, this paper selects four classic rural e-commerce cases in LN City, Gansu Province, r city, Henan Province, Y City, Hubei Province and LYG City, Jiangsu Province as the samples to study the development of rural e-commerce, and analyzes the basic situation, main practices and selection logic of rural e-commerce development in different regional scenarios, research and verify the types of rural e-commerce development paths in the case, analyze the internal logic of rural e-commerce development from the perspective of industrial life cycle theory, and comprehensively consider the external conditions and the role of the government in different development paths. At the same time, on this basis, with the idea of strengthening rural economic and social development under the overall pattern of implementing the Rural Revitalization Strategy, put forward the development suggestions for the transformation and upgrading of rural e-commerce, accelerate the high-quality development of rural e-commerce, help consolidate and expand the key achievements of poverty alleviation, effectively connect with the revitalization of rural villages, play an active role in rural revitalization, and further become a strong driving force to promote rural economic development.