数字经济时代静宁烧鸡产业链的发展创新探析

The Development and Innovation of Jingning Roast Chicken Industry Chain in the Era of Digital Economy

摘要: 随着经济社会的发展，农特产品产业发展现状趋势良好，居民的总体生活水平进一步提高，但同时存在一些问题。就静宁县而言，其在经济快速发展过程中烧鸡产业发展也存在一些问题。本文从静宁县烧鸡产业发展现状：静宁烧鸡的企业数量、产量的增加、加工业初具规模、销售渠道、品牌建设情况进行研究分析；总结出静宁县烧鸡产业存在一些问题：养殖模式落后和产业技术水平薄弱，劳动力素质低和加工能力不足，品牌效应差和推广能力不足，市场竞争力较弱等问题；从而提出加快产业发展的宣传对策：扶持发展农村养鸡，加快转变养殖模式，增加推广方式，提高市场竞争力，扶持培育龙头企业，打造集群优势，制定行业标准，提升产品质量等相应的对策及建议，以促进静宁烧鸡产业的发展。

Abstract: With the development of the economy and society, the development trend of agricultural products industry is good, the overall living standard of residents has further improved, but there are some problems at the same time. As far as Jingning county is concerned, there are some problems in the development of roasted chicken industry in the process of rapid economic development. This article is based on the development status of the Jingning roast chicken industry: The number of Jingning roast chicken enterprises has increased, with the initial formation of an industrial chain. The processing industry has begun to take shape, and research and analysis have been conducted on sales channels and brand building. However, there are some issues in the roasted chicken industry in Jingning County, such as outdated breeding methods, a weak industrial technology level, low-quality labor force, insufficient processing capabilities, poor brand influence, inadequate promotional efforts, and weak market competitiveness. Therefore, it is proposed to accelerate the industrial development through the following countermeasures: supporting the development of rural chickens, accelerating the transformation of breeding methods, increasing promotional efforts, enhancing market competitiveness, and improving processing capabilities. These corresponding countermeasures and suggestions aim to promote the development of the Jingning roast chicken industry.