电子商务驱动湄潭茶产业转型升级的路径研究

Research on E-Commerce-Driven Transformation and Upgrading Pathways for Meitan Tea Industry

摘要: 湄潭县作为连续五年“中国茶叶百强县”之首，茶业发展中依然面临小农生产碎片化、品牌溢价不足、线上信任缺失等挑战。基于此，本文提出电子商务驱动的五大转型路径：通过物联网与区块链技术实现生产智慧化；建设智能仓配网络完善流通高效化；构建全域电商生态与跨境B2B平台推动营销场景化；提升品牌价值并规范品牌管理；深化茶旅融合开发沉浸式体验，为山地农业数字化转型提供可参考的相关建议。

Abstract: As China’s top tea-producing county for five consecutive years, Meitan County still faces challenges including fragmented smallholder production, insufficient brand premium, and lack of online trust in its tea industry development. To address these issues, this paper proposes five e-commerce-driven transformation pathways: Achieving intelligent production through IoT and blockchain technologies; Enhancing circulation efficiency by establishing a smart warehousing and distribution network; Promoting scenario-based marketing via an omni-channel e-commerce ecosystem and cross-border B2B platforms; Enhancing brand value and standardizing brand management; Deepening tea-tourism integration to develop immersive experiences. These pathways provide actionable recommendations for the digital transformation of mountainous agriculture.