乡村振兴视域下甘肃农产品电商发展困境及策略研究

Research on the Development Dilemma and Strategy of Gansu Agricultural Products E-Commerce from the Perspective of Rural Revitalization

摘要: 随着乡村振兴战略在甘肃农村地区的有效推进和“数商兴农”工程的大力实施，农产品销售由传统模式转向电商模式。农产品电商在优化农业产业转型升级、拓宽农产品销售渠道、增加农村就业岗位等方面发挥着重要作用。但这一新兴营销模式也面临着诸多亟待解决的问题，如品牌建设不健全、专业的电商人才资源匮乏、农产品营销渠道比较单一、物流服务体系不完善等困境挑战。基于此，本研究将立足当下农产品电商发展现状，深度挖掘其困境产生的原因，提出打造特色的品牌建设、拓宽丰富的营销渠道、引进和培养专业的电商人才、建立完善的物流服务体系等的策略建议。以期加强农产品电商发展的设施建设，进一步助推农村经济，实现乡村振兴。

Abstract: With the effective promotion of the rural revitalization strategy in rural areas of Gansu and the vigorous implementation of the “digital business and agriculture” project, the sales of agricultural products have shifted from the traditional model to the e-commerce model. Agricultural e-commerce plays an important role in optimizing the transformation and upgrading of the agricultural industry, broadening the sales channels of agricultural products, and increasing rural jobs. However, this new marketing model also faces many problems to be solved, such as imperfect brand building, lack of professional e-commerce talent resources, relatively single marketing channels for agricultural products, and imperfect logistics service system. Based on this, this study will be based on the current situation of the development of agricultural products e-commerce, deeply explore the causes of its dilemma, and put forward strategic suggestions such as building characteristic brand building, broadening rich marketing channels, introducing and training professional e-commerce talents, and establishing a sound logistics service system. In order to strengthen the construction of facilities for the development of agricultural products e-commerce, further boost the rural economy and realize rural revitalization.