Research on the Development Path of Rural E-commerce in Yunnan Border Ethnic Regions under the Rural Revitalization Strategy

Abstract

Abstract Against the backdrop of implementing the Rural Revitalization Strategy, Yunnan’s border ethnic regions should actively integrate into the digital economy era, transforming their resource advantages into economic and social benefits. Developing rural e-commerce is one effective way to achieve this. This paper, through a review of the literature and combining field research and case analysis, identifies several challenges faced by the development of rural e-commerce in Yunnan border ethnic regions, including an incomplete logistics and delivery system, a severe shortage of e-commerce talent, low levels of agricultural product standardization and branding, and weak network infrastructure. Based on these findings, the paper proposes targeted countermeasures, such as improving the rural e-commerce logistics system, establishing a multi-level talent cultivation and introduction mechanism, promoting agricultural product standardization and branding, and increasing investment in digital infrastructure and technological empowerment.