摘 要近几年来,在互联网环境下的不断改善,电子商务模式在我国也迅速的发展,并且已经在经济和社会等各个领域得到了宽泛的运用。新农村建设也在渐渐地推进,电子商务在农村有了很大的发展,但是,由于早期农民的思想意识已经根深蒂固,现在的思想观念转变很慢,懂得上网的农民微乎其微,农业农产品标准化程度很低,甚至是低标准,乡村物流发展滞后等因素的影响,农村电子商务的发展也面临着一些问题。国家经济发展的重心是城市,大部分电商企业瞄准大城市,使其成为了电子商务的主要载体,恰因如此,也造成了对我国农村电子商务市场的忽视,但事实上,就发展空间而言,农村电子商务比城市的电商有更大的发展空间。农村农产品丰富,迫切需要降低成本,扩大覆盖市场渠道,有发展农村电子商务的急迫需求,农村电子商务一方面通过工业品的不景气提高了居民的消费意愿,而另一方面,通过农产品与互联网相结合,增多了就业的机会,促进了农村经济发展,从而提高居民的整体水平以及消费能力,因此发展农村电商的意义非常重大,是农村经济发展的一条新型之路,本文着眼于京东商城渠道下沉中的农村电商市场策略,通过 SWOT 分析作为主体内容,重点概述了国内农村电商的发展现状,分析了京东商城在农村市场的环境,强调了农村电子商务发展的必要性。本文就当下京东商城农村电商发展中存在的一些问题,提出了一些促进京东商城农村电子商务发展的对策建议。关键词:农村电子商务;农村物流;渠道下沉;AbstractIn recent years, with the continuous improvement of Internet environment, e-business model has developed rapidly in China and has been widely used in various fields such as economy and society. New rural construction is also gradually advancing, electronic commerce has made great development in the rural areas, however, because of the ideology of early farmers, now the concept of change is slow, understand Internet farmers, agriculture agricultural standardization degree is low, and even low standards, rural logistics development lags behind, the influence of such factors as the development of rural e-commerce is faced with some problems.Is the focus of national economic develo...