近日，商務(wu)部(bu)(bu)等(deng)9部(bu)(bu)門聯合(he)印發《關于推動農(nong)(nong)村電(dian)商高質(zhi)量發展(zhan)的實施意見》（以下簡稱(cheng)《意見》），引導(dao)農(nong)(nong)村電(dian)商實現(xian)數字化轉(zhuan)型升級，助力農(nong)(nong)民收入(ru)和農(nong)(nong)村消費雙提升。商務(wu)部(bu)(bu)流通發展(zhan)司負責人對《意見》進行(xing)了解(jie)讀(du)。

一、《意見》的出臺背景

發展農(nong)(nong)村電商(shang)(shang)，是創新商(shang)(shang)業(ye)模式、建(jian)設農(nong)(nong)村現(xian)代流通體(ti)(ti)系的(de)重要舉措，是轉變農(nong)(nong)業(ye)發展方式、帶動農(nong)(nong)民增(zeng)收的(de)有(you)效抓(zhua)手，是促(cu)進農(nong)(nong)村消費、滿足人民對(dui)美(mei)好生活向往的(de)有(you)力支(zhi)撐。近年(nian)來，商(shang)(shang)務(wu)(wu)部認(ren)真貫徹落實黨中(zhong)央、國(guo)(guo)務(wu)(wu)院決(jue)策部署，會同財政(zheng)部等部門實施電子(zi)商(shang)(shang)務(wu)(wu)進農(nong)(nong)村綜合示范，累計(ji)支(zhi)持1489個縣(xian)建(jian)成縣(xian)級電商(shang)(shang)公(gong)共服(fu)務(wu)(wu)中(zhong)心(xin)、物流配送中(zhong)心(xin)近3000個，村級電商(shang)(shang)服(fu)務(wu)(wu)站點超15.8萬(wan)個，建(jian)立起覆蓋縣(xian)鄉村的(de)電子(zi)商(shang)(shang)務(wu)(wu)公(gong)共服(fu)務(wu)(wu)和物流配送體(ti)(ti)系，在脫(tuo)貧攻堅工作中(zhong)發揮了(le)積極作用。據商(shang)(shang)務(wu)(wu)大數(shu)據監測(ce)，2023年(nian)，全(quan)國(guo)(guo)農(nong)(nong)村網(wang)絡(luo)零(ling)售額達2.5萬(wan)億(yi)元，同比增(zeng)長(chang)12.9%，比2014年(nian)增(zeng)長(chang)近13倍(bei)；全(quan)國(guo)(guo)農(nong)(nong)產品網(wang)絡(luo)零(ling)售額達5870.3億(yi)元，同比增(zeng)長(chang)12.5%，約是2014年(nian)的(de)5倍(bei)。

2024年中(zhong)(zhong)央一號文件明確提出，實(shi)施農村(cun)電商高質量(liang)發(fa)展工程，推進縣域電商直播基地建設，發(fa)展鄉村(cun)土特產網絡銷售。為抓(zhua)好貫徹落實(shi)，商務(wu)部會同中(zhong)(zhong)央網信辦等(deng)相關部門(men)研(yan)究起草了《意見(jian)》，并于近(jin)日正式印發(fa)實(shi)施。

二、《意見》的主要內容

《意見(jian)》以習(xi)近(jin)平新(xin)時代中(zhong)國特色社會主(zhu)義思想為指導，圍繞高(gao)(gao)質量發(fa)展和構建(jian)新(xin)發(fa)展格局，學(xue)習(xi)運用“千萬工程”經(jing)驗，積(ji)極培育新(xin)業態(tai)、新(xin)場景(jing)，構建(jian)協同(tong)、創(chuang)新(xin)、高(gao)(gao)效的農(nong)村電商(shang)生態(tai)圈。《意見(jian)》明確用5年時間，基本建(jian)成設施完(wan)善、主(zhu)體活躍、流(liu)通順暢、服務(wu)(wu)高(gao)(gao)效的農(nong)村電商(shang)服務(wu)(wu)體系(xi)。

《意見》從6個方面提出14條具(ju)體(ti)舉(ju)措。一是(shi)(shi)搭建多層次農(nong)(nong)(nong)村(cun)(cun)(cun)電商(shang)(shang)(shang)(shang)(shang)(shang)綜(zong)合服務平(ping)臺。打造一批功能(neng)完善、特(te)色突出、帶動力強的縣域直(zhi)播電商(shang)(shang)(shang)(shang)(shang)(shang)基(ji)地，培(pei)育(yu)農(nong)(nong)(nong)村(cun)(cun)(cun)數(shu)字(zi)消費場景(jing)，拓展(zhan)(zhan)(zhan)數(shu)字(zi)便民服務。二(er)是(shi)(shi)加(jia)(jia)快農(nong)(nong)(nong)村(cun)(cun)(cun)現(xian)代物(wu)流配送(song)體(ti)系建設。提高農(nong)(nong)(nong)村(cun)(cun)(cun)物(wu)流設施現(xian)代化程度，改善農(nong)(nong)(nong)村(cun)(cun)(cun)物(wu)流配送(song)集約(yue)化水(shui)平(ping)，推動農(nong)(nong)(nong)村(cun)(cun)(cun)商(shang)(shang)(shang)(shang)(shang)(shang)貿(mao)物(wu)流創新(xin)(xin)發(fa)展(zhan)(zhan)(zhan)。三是(shi)(shi)培(pei)育(yu)多元化新(xin)(xin)型農(nong)(nong)(nong)村(cun)(cun)(cun)電商(shang)(shang)(shang)(shang)(shang)(shang)主體(ti)。鼓(gu)勵餐飲(yin)、住宿等生(sheng)活服務類企業開展(zhan)(zhan)(zhan)連鎖(suo)經營，提供在線(xian)訂(ding)餐、訂(ding)房等服務，實(shi)現(xian)專業化、精細化發(fa)展(zhan)(zhan)(zhan)。加(jia)(jia)強電商(shang)(shang)(shang)(shang)(shang)(shang)技(ji)能(neng)培(pei)訓，培(pei)育(yu)農(nong)(nong)(nong)村(cun)(cun)(cun)電商(shang)(shang)(shang)(shang)(shang)(shang)帶頭人(ren)。四是(shi)(shi)提高農(nong)(nong)(nong)村(cun)(cun)(cun)電商(shang)(shang)(shang)(shang)(shang)(shang)產(chan)(chan)業化發(fa)展(zhan)(zhan)(zhan)水(shui)平(ping)。立足特(te)色產(chan)(chan)業，發(fa)展(zhan)(zhan)(zhan)“電商(shang)(shang)(shang)(shang)(shang)(shang)+休閑農(nong)(nong)(nong)業”“電商(shang)(shang)(shang)(shang)(shang)(shang)+鄉(xiang)村(cun)(cun)(cun)旅游”等，培(pei)育(yu)農(nong)(nong)(nong)村(cun)(cun)(cun)電商(shang)(shang)(shang)(shang)(shang)(shang)特(te)色品牌，延長農(nong)(nong)(nong)村(cun)(cun)(cun)電商(shang)(shang)(shang)(shang)(shang)(shang)產(chan)(chan)業鏈條。五是(shi)(shi)開展(zhan)(zhan)(zhan)多種(zhong)形式的農(nong)(nong)(nong)村(cun)(cun)(cun)電商(shang)(shang)(shang)(shang)(shang)(shang)促(cu)銷活動。將電商(shang)(shang)(shang)(shang)(shang)(shang)與農(nong)(nong)(nong)產(chan)(chan)品采(cai)摘(zhai)采(cai)收(shou)、農(nong)(nong)(nong)歷趕集等活動相結合，融合優秀傳統文化、鄉(xiang)情(qing)民俗等元素，創新(xin)(xin)農(nong)(nong)(nong)村(cun)(cun)(cun)電商(shang)(shang)(shang)(shang)(shang)(shang)應用(yong)(yong)場景(jing)。六是(shi)(shi)鞏固拓展(zhan)(zhan)(zhan)電子商(shang)(shang)(shang)(shang)(shang)(shang)務進(jin)農(nong)(nong)(nong)村(cun)(cun)(cun)綜(zong)合示范(fan)政策成效(xiao)(xiao)。加(jia)(jia)強資金和(he)項目后續管理，建立管用(yong)(yong)結合的長效(xiao)(xiao)機制，推動示范(fan)項目向常(chang)態化工作轉化落地。《意見》圍繞加(jia)(jia)強統籌協(xie)調(diao)、做好(hao)配套支(zhi)持、創新(xin)(xin)監(jian)管方式等強化工作保障機制，壓(ya)緊壓(ya)實(shi)責任，確保取得實(shi)效(xiao)(xiao)。

三、《意見》的主要特點

一是聚焦數字轉型。《意見》順應數字經濟發展趨勢，深入實施數字鄉村發展行動，以技術和應用創新為驅動，推動農村商貿流通企業轉型升級，促進電商與農村一二三產業全方位、全鏈條深度融合。

二是著力補齊短板。《意見》從農村電商面臨的基礎設施不健全、配送體系滯后、電商人才缺乏等實際問題出發，針對性地提出打造縣域直播電商基地、拓展農村數字便民服務、提高農村物流設施現代化水平、培育農村電商帶頭人等具體措施，著力補齊農村電商短板，夯實農村電商高質量發展基礎。

三是強調因地制宜。《意見》從東中西差異和人口、區位等因素出發，指導各地立足產業和資源稟賦，發揮比較優勢，引導電商服務精細化、專業化、集約化發展。鼓勵各地結合優秀傳統文化、鄉情民俗等元素，著力培育農村電商特色品牌，推廣特色產品和服務，營造主題鮮明、亮點突出的農村電商發展氛圍。

下一步，商(shang)務部(bu)將會同(tong)有(you)關部(bu)門和地方，實(shi)施農(nong)村(cun)(cun)電商(shang)高(gao)質量發(fa)展工程，加(jia)快貫通縣鄉村(cun)(cun)電子商(shang)務和快遞物流配(pei)送體系(xi)，引導農(nong)村(cun)(cun)電商(shang)與鄉村(cun)(cun)特色產業協同(tong)發(fa)展，助力推進鄉村(cun)(cun)全面(mian)振興。