International Journal of Social Sciences and Economic Management, 2026, 7(1); doi: 10.3807/IJSSEM.2026.070109.
Wei Tang1,2, Qingwei Song1,2, Dan Zhang3
1School of Accounting and Finance, Shaanxi Business College, Xi’an, Shaanxi, China
2School of Accounting and Finance, The Open University of Shaanxi, Xi’an, Shaanxi, China
3School of Economics and Management, Ankang University, Ankang, Shaanxi, China
Rural e-commerce is a vital part of the rural digital economy. It integrates digital technologies-live streaming, big data, IOT—with agricultural production, rural governance, and farmer lifestyles. It drives agricultural supply-side reform via demand-oriented production, branding, and value chain extension, accelerating modernization of the rural industrial system. As a strategic pillar for urban-rural integration, it bridges market information, logistics, and capital flows, activating new rural productive forces. Rural e-commerce talents are the core executors of sustainable development. They are essential to national rural revitalization and critical for transforming traditional farming into integrated production-marketing-service businesses. They drive farmers’ digital and media literacy, cultivate skilled new-generation farmers, and stimulate endogenous rural momentum. Yet major challenges persist: (1) supply-demand imbalance and high talent turnover; (2) misalignment between education/training and real industry needs; (3) weak policy support and an underdeveloped entrepreneurship/employment ecosystem. To address these, this paper proposes four targeted policies: First, establish a cross-departmental collaborative platform for integrated policy implementation, enhancing resource coordination and regional linkage. Second, develop a dynamic, modular curriculum system to reform training supply—adapting rapidly to market shifts. Third, implement a “dual-track assessment+dynamic incentive” mechanism to strengthen accountability and value orientation. These measures aim to build a resilient, adaptive, and inclusive talent system that sustains rural e-commerce growth and advances comprehensive rural revitalization.
Rural E-Commerce Talents, Talent Competency, Comprehensive Rural Revitalization Strategy
Wei Tang, Qingwei Song, Dan Zhang. Research on the Problems and Countermeasures of Rural E-commerce Talent Competence under the Comprehensive Revitalization Strategy of Rural Areas. International Journal of Social Sciences and Economic Management (2026), Vol. 7, Issue 1: 79-88. https://doi.doi.org/10.3807/IJSSEM.2026.070109.
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