艾媒咨询 | 数实融合 场景创新——2026年乡村数字经济市场用户观察报告
内容导读- 报告节选
- 报告目录
近年来，乡村数字经济持续受益于数实融合、数字乡村建设、农村电商、智慧农业、乡村旅游数字化及普惠金融的全方位赋能，其应用场景已从单一农产品上行延伸至乡村文娱、农旅融合、质量追溯与金融助农等多场景融合。全球领先的新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《数实融合 场景创新——2026年乡村数字经济市场用户观察报告》数据显示，2024年中国农村网络零售额达28667亿元，2025年为30731亿元，保持持续增长态势，乡村数字消费与产业数字化基础持续夯实。
乡村数字经济用户认为最有利于乡村产业升级的数字化经济方式中，乡村旅游数字化占比最高，达48.87%；其次是乡村文娱数字化，占45.70%；智慧农业占45.36%。文旅融合与文娱数字化成为用户感知最强的产业升级路径，智慧农业与农村电商亦获广泛认可。与此同时，乡村数字经济用户认为互联网企业助力乡村产业升级最需要解决的问题中，用户对乡村数字经济相关产品/服务的信任度不足占比最高，达41.28%；其次是农产品标准化、品牌化程度不足，占34.55%；农村数字化应用门槛高占33.75%。信任缺失、标准化不足与能力短板共同构成乡村数字经济深层制约。
艾媒咨询分析师认为，信任问题是当前乡村数字经济发展面临的核心挑战，而标准化与品牌化不足、应用门槛高、人才短缺等则是深层次的制约因素。解决这些问题需要政府、企业、社会组织等多方协同发力，共同构建健康可持续的乡村数字经济生态。未来，随着数实融合深化、场景创新扩容与助农机制完善，乡村数字经济仍具备强劲的增长潜力与价值释放空间。（《艾媒咨询 | 数实融合 场景创新——2026年乡村数字经济市场用户观察报告》完整高清PDF版共48页，可点击文章底部报告下载按钮进行报告下载。）
In recent years, the rural digital economy has continuously benefited from the comprehensive empowerment of digital-real integration, digital rural development, rural e-commerce, smart agriculture, digital rural tourism, and inclusive finance. Its application scenarios have expanded from the upward flow of single agricultural products to the integration of multiple scenarios, including rural cultural and entertainment, agritourism integration, quality traceability, and financial support for farmers. According to the latest report "Digital-Real Integration and Scenario Innovation—2026 Rural Digital Economy Market User Observation Report" released by iiMedia Research, a globally leading third-party data mining and analysis institution for the new economy industry, rural online retail sales in China reached 2.8667 trillion yuan in 2024 and 3.0731 trillion yuan in 2025, maintaining a continuous growth trend, while the foundation for rural digital consumption and industrial digitalization continues to strengthen.
Among the digital economic models that rural digital economy users consider most conducive to rural industrial upgrading, digital rural tourism accounts for the highest proportion at 48.87%; followed by digital rural cultural and entertainment at 45.70%; and smart agriculture at 45.36%. The integration of culture and tourism with digital cultural and entertainment has become the most strongly perceived industrial upgrading path by users, while smart agriculture and rural e-commerce have also gained widespread recognition. Meanwhile, among the issues that rural digital economy users believe internet companies need to address most urgently to facilitate rural industrial upgrading, insufficient trust in rural digital economy-related products/services accounts for the highest proportion at 41.28%; followed by inadequate standardization and branding of agricultural products at 34.55%; and high barriers to rural digital applications at 33.75%. Lack of trust, insufficient standardization, and capacity gaps collectively constitute the deep-seated constraints on the rural digital economy.
Analysts at iiMedia Research believe that trust issues represent the core challenge currently facing the development of the rural digital economy, while inadequate standardization and branding, high application thresholds, and talent shortages serve as deeper-level constraining factors. Addressing these issues requires coordinated efforts from the government, enterprises, social organizations, and other stakeholders to jointly build a healthy and sustainable rural digital economy ecosystem. In the future, as the integration of the digital and physical economies deepens, scenario-based innovation expands, and mechanisms for supporting farmers are further refined, the rural digital economy will continue to possess strong growth potential and significant room for value realization.(The full high-definition PDF version of "iiMedia Research | Integration of the Digital and Physical Economy, Scenario Innovation—2026 Rural Digital Economy Market User Observation Report" consists of 48 pages; users may click the report download button at the bottom of the article to download the report.)
乡村数字经济概念与范畴
农村网络零售市场规模
产业升级数字化方式认知
产地农产品购买动因
区域品牌提升方向
农村金融痛点感知
产业升级核心问题
产业端：数实融合深化场景创新
本文内容选自艾媒咨询发布的《艾媒咨询 | 数实融合 场景创新——2026年乡村数字经济市场用户观察报告》，报告共48页，点击下方链接可直达报告。点击这里即刻探索艾媒报告中心，更多行业报告解码商业趋势，助您精准决策！
内容导读关于艾媒咨询
iiMedia Research（艾媒咨询）始于2007年，是全球领先的新经济产业第三方数据挖掘和分析机构、国家高新科技企业。公司自主研发并独立持有完整知识产权的全球大数据监测分析系统，拥有5项大数据监测与AI算法国家发明专利及超100项外观设计专利、软件著作权等知识产权，搭建了智能化AI数据分析体系，提供完整的TAM/SAM/SOM计算模型，实现线上大数据监测、线下专家库、抽样调查等全维度数据深耕研究。秉承“用数据让所有决策都有依据”的使命，艾媒聚焦新科技、新消费及新业态，通过“大数据挖掘+研究分析”双引擎，以商业趋势、消费洞察、市场地位三大产品为核心，服务客户成长全周期，精准赋能企业业绩增长与战略升级。
iiMedia Ranking（艾媒金榜）是艾媒咨询旗下非商业性全球新消费品牌评价机构，依托 iiMeval大数据评价模型，为消费者提供客观的品牌信息及购物消费指南。依托深度大数据挖掘与分析能力，艾媒咨询持续输出兼具数据支撑、观点洞察与理论深度的高质量研究成果。通过打造“数据+策略”的双重价值体系，艾媒咨询每年以独立第三方身份发布新经济前沿调查研究报告超2000份。其中，艾媒科技板块覆盖移动互联、人工智能、半导体、新材料、机器人、智能硬件、航空航天、生物医药、新型储能、智能驾驶等新质生产力前沿产业研究；艾媒消费板块主要覆盖食品、饮品、餐饮、家电、家装、鞋服、医药、美妆、宠物、母婴、出行、金融等传统核心消费行业；艾媒新业态板块覆盖兴趣消费、情绪经济、国潮经济、跨境电商、夜间经济、冰雪经济、低空经济、商业航天、智能制造等新业态重点赛道。其中，定制化报告服务精准对接客户个性化需求，从市场趋势研判、竞争格局分析到增长路径规划，为企业在战略决策、产品创新、市场拓展、品牌背书等关键环节提供科学依据，洞见增长新坐标。艾媒咨询的数据报告、中立榜单、分析师观点累计被全球主流媒体、学术期刊、科研论文及行业研报、上市企业财报等引用超过5000万次，覆盖中、英、日、法、意、德、俄、阿等约二十种官方语言，具有强大影响力。
艾媒是中国科协九大代表优秀重点研究项目承担单位、广东省大数据骨干培育企业、广州市创新标杆企业、广州市首批人工智能入库企业、广州市“两高四新”企业。基于公司独立自主研发的“中国移动互联网大数据挖掘与分析系统 (CMDAS)”(广东省科技计划重大专项，项目编号：2016B010110001) ，艾媒建立了面向全球的宏观数据、商业趋势、市场进入、竞争情报、商情舆情、消费行为、销售数据及营销效果等多维度的线上、线下大数据监测与分析体系，累计为超过3800家政企机构提供常态化大数据咨询服务。艾媒也是广州市建设国家级科技思想库研究课题、广州市先进制造业创新发展项目等重大课题的承担单位。
