“双循环”发展格局下莱阳梨电商发展的机遇与对策

Opportunities and Countermeasures for the Development of E-Commerce of Laiyang Pear under the “Double Circulation” Development Pattern

摘要: 随着全球化和信息化浪潮的迅猛推进，农产品电商成为推动农业产业转型升级的重要力量。本文从“双循环”新发展格局视角入手，分析莱阳梨电商的发展现状、机遇和挑战，并根据实际情况提出了针对性的发展对策。莱阳梨作为山东省莱阳市的特色农产品，尽管具有众多特色和优势，但在互联网广泛运用的时代，电商发展仍面临着品种优化难度大、供应链不稳定、产业链建设不充分、品牌影响力不足、销售渠道单一等问题。在“双循环”格局下，莱阳梨电商产业需要紧紧抓住国内外市场需求增长、国家支持供应链与产业链补强和促农增收等新机遇，从容迎接产品质量标准化难度大、多元化主体参与度低、电子商务人才匮乏、品牌建设与市场推广不足等挑战。根据现实的机遇与挑战，本文提出提升保鲜水平、优化果品质量，激励多元主体参与、推动产业融合发展，强化育才聚才机制、激发产业发展活力，拓展销售渠道、开拓国际市场等对策，帮助莱阳梨电商更好地连接国内外市场，实现高质量的发展。

Abstract: With the rapid advancement of globalization and informatization, agricultural products e-commerce has become an important force to promote the transformation and upgrading of agricultural industry. From the perspective of “double circulation” new development pattern, this paper analyzes the development status quo, opportunities and challenges of Laiyang Pear e-commerce, and puts forward targeted development countermeasures according to the actual situation. Laiyang pear, as a characteristic agricultural product of Laiyang City in Shandong Province, has many features and advantages. However, in the era of widespread internet use, its e-commerce development still faces challenges such as the difficulty in variety optimization, unstable supply chains, insufficient industrial chain construction, lack of brand influence, and limited sales channels. Under the “dual circulation” pattern, the e-commerce industry of Laiyang pear needs to seize new opportunities, such as the growth of domestic and international market demand, national support for strengthening supply and industrial chains, and promoting rural income. It must also calmly face challenges like the difficulty in standardizing product quality, low participation of diversified entities, a shortage of e-commerce talents, and inadequate brand building and market promotion. According to the realistic opportunities and challenges, this paper proposes to improve the preservation level, optimize the quality of fruit, encourage the participation of multiple subjects, promote the integration of industrial development, strengthen the mechanism of cultivating talents, stimulate the vitality of industrial development, expand sales channels, explore the international market and other countermeasures, to help Laiyang pear e-commerce better connect the domestic and foreign markets, to achieve high-quality development.