Research on the “Last Mile” Problem and Countermeasures of Rural E-commerce Logistics Distribution

Rising rural incomes and expanding Internet infrastructure have driven rapid growth in rural e-commerce. However, weaknesses in infrastructure, high distribution costs, and a shortage of skilled personnel have turned the logistics “last mile” into a bottleneck that limits further development. This paper examines the last mile of rural e-commerce logistics. After systematically reviewing its current status and principal challenges and drawing on relevant theories, it proposes actionable measures for infrastructure investment, policy coordination, service-model innovation, and talent development. The study aims to inform solutions to last-mile delivery problems, improve the efficiency of rural logistics services, and offer decision-making guidance for enterprises and policymakers.