Precision Marketing in Artificial Intelligence-Empowered Rural E-Commerce from the Perspective of Rural Revitalization
Year: 2025
Type: article
Abstract: 在乡村振兴战略深入推进的背景下，农村电商成为激活乡村经济、拓宽农产品流通渠道的重要引擎。然而，其发展仍面临营销效率低、服务能力不足等瓶颈，如粗放式广告投放、农产品标准化缺失、专业人才匮乏等问题，制约了乡村产业的提质增效。人工智能技术的引入为破解这些难题提供了全新路径：通过数据驱动的精准用户定位、智能分拣与生产指导、智能客服与内容优化等，人工智能能够显著提升农产品营销的精准性与服务效率，助力农民增收与产业升级。但当前农村地区仍存在数字化基础设施薄弱、农民技术接受度不足、经济成本和时间成本等现实挑战。为此，需从加强农村网络与物流建设、开展针对性技能培训、推动多方协同合作等方面入手，促进人工智能与农村电商的深度融合，为乡村振兴注入可持续的科技动能。Against the backdrop of the in-depth implementation of the rural revitalization strategy, rural e-commerce has become an important engine for activating the rural economy and broadening the channels for agricultural product circulation. However, its development still faces bottlenecks, such as low marketing efficiency and insufficient service capabilities, including issues like extensive advertising placement, the lack of agricultural product standardization, and the shortage of professional talents, which have restricted the quality improvement and efficiency enhancement of rural industries. The introduction of artificial intelligence technology offers a new path to solve these problems: through data-driven precise user positioning, intelligent sorting and production guidance, intelligent customer service and content optimization, etc., artificial intelligence can significantly enhance the precision and service efficiency of agricultural product marketing, helping farmers increase their income and promote industrial upgrading. However, there are still practical challenges in rural areas, such as weak digital infrastructure, insufficient acceptance of technology by farmers, and economic and time costs. Therefore, efforts should be made from aspects, such as strengthening rural network and logistics construction, conducting targeted skills training, and promoting multi-party collaborative cooperation to promote the deep integration of artificial intelligence and rural e-commerce, and inject sustainable technological momentum into rural revitalization.
Source: E-Commerce Letters
Author: 瑶瑶 许
Institution: Nanjing University of Posts and Telecommunications
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W4411252836