电子商务背景下鲜果类农产品高质量发展路径探究——以天水市为例

Research on the High-Quality Development Path of Fresh Fruit Agricultural Products under the Background of E-Commerce—A Case Study of Tianshui City

摘要: 随着互联网电子商务的迅猛发展，鲜果类农产品的销售模式和发展路径发生了深刻的变化。本文以天水市鲜果类农产品为研究对象，分析其在电子商务背景下发展的现状、优势与面临的挑战，探究实现高质量发展的具体路径。天水市鲜果类农产品具备独特的自然优势和有力的政策支持，但在物流体系、人才应用、产业链延伸、品牌建设等方面仍存在不足。通过完善物流体系、加强人才培养、延伸产业链条及强化品牌建设等措施，可推动天水市鲜果类农产品在电子商务背景下实现高质量可持续发展，也能为其他地区提供借鉴，共同助力乡村振兴。

Abstract: With the rapid development of Internet e-commerce, the sales model and development path of fresh fruit agricultural products have undergone profound changes. This article takes the fresh fruit agricultural products in Tianshui City as the research object, analyzes their current situation, advantages and challenges under the background of e-commerce, and explores the specific paths to achieve high-quality development. Tianshui City’s fresh fruit agricultural products enjoy unique natural advantages and strong policy support, but there are still deficiencies in the logistics system, talent application, industrial chain extension, and brand building. By improving the logistics system, strengthening talent cultivation, extending the industrial chain and reinforcing brand building, etc., it is possible to promote the high-quality and sustainable development of fresh fruit agricultural products in Tianshui City under the background of e-commerce. It can also provide references for other regions and jointly contribute to rural revitalization.