中文摘要：

农村网购消费将成为我国网购消费的新战场,成为我国电子商务发展的新兴增长点。文章分析了农村网购消费的特征,指出网购消费的短板因素,包括网购观念滞后、支付方面的知识未普及、服务网点未全面覆盖、物流配送系统不健全等,提出了优化我国农村网购消费的策略：改善农村居民生活质量,培养农民网购消费的习惯;培育壮大农村网购服务网点,提升网购服务能力;完善农村物流配送系统,夯实网购消费的基础平台;发挥新生代农民引领作用,进一步助推农村网购消费增长。

英文摘要：

Rural online shopping consumption is going to become the main field in our country, it is also the new growth point in the e-business development. This paper analyzes the features of rural online shopping consumption, points out its short board factors, such as lag shopping mind, weak payment knowledge and service network, imperfect logistics system. Suggestions are put forward： improve people＇s living standard in rural areas, cultivate their online shopping habits, improve rural online shopping network and service, perfect the rural logistics system, establish consumption platform, give play of young people＇s role in leading online shopping, so as to promote the development of rural online shopping.