电商经济背景下云南鲜花饼发展现状及建议研究

A Study on the Current Development and Strategic Recommendations for Yunnan Rose Pastry under the E-Commerce Economy Framework

摘要: 本文探讨了电商经济背景下云南鲜花饼的发展现状、存在问题及对策。云南鲜花饼作为滇式糕点的代表，凭借其独特的口感和文化内涵，成为云南一张重要名片。近年来，电商平台的兴起为鲜花饼打开了全国市场，品牌如潘祥记、嘉华等通过直播电商和社交平台实现了销售增长。但是，云南鲜花饼仍面临品牌知名度低、销售渠道依赖线下、同质化竞争严重等问题。针对这些问题，本文提出利用互联网工具加强宣传、拓展多渠道销售、促进品牌间合作、开发多样化产品等建议，以推动云南鲜花饼从地方特产向全国性品牌升级，推动云南鲜花饼可持续发展。

Abstract: This study examines the current development status, existing challenges, and strategic solutions for Yunnan rose pastry within the e-commerce landscape. As an iconic representative of Yunnan-style pastries, this floral delicacy has emerged as a cultural hallmark of the region, celebrated for its distinctive flavor profile and rich heritage. The proliferation of e-commerce platforms has recently facilitated nationwide market penetration, with leading brands like Panxiangji and Jiahua achieving remarkable sales growth through livestream commerce and social media marketing. Nevertheless, persistent issues including limited brand recognition, over-reliance on traditional offline distribution channels, and intense product homogenization continue to constrain industry progress. To address these challenges, this paper proposes a comprehensive framework encompassing digital marketing enhancement, omni-channel sales expansion, inter-brand collaboration facilitation, and product diversification initiatives. These strategic recommendations aim to transform this regional specialty into a nationally competitive brand while ensuring the sustainable development of Yunnan’s rose pastry industry.