数字乡村背景下生鲜农产品电商优化策略分析——以唐王草莓为例

Analysis of Optimization Strategies for Fresh Agricultural Product E-Commerce in the Context of Digital Rural Areas—A Case Study of Tangwang Strawberry

摘要: 随着乡村振兴战略的深入实施与数字乡村建设的快速推进，生鲜农产品电子商务成为改善农村经济状况的重要力量。尽管如此，现行的生鲜农产品电商在发展过程中仍存在基础设施建设不完善、产品品牌意识薄弱、质量监管存在缺漏、乡村电商专业人才缺乏等问题。唐王街道是典型的草莓种植街道，具有丰富的市场潜力和独特的产品优势。因此本文以唐王草莓为例，对唐王草莓网络运营现状展开深入探究，系统识别出当前运营过程中存在的问题，并提出针对性地优化策略和建议，以期推动唐王街道农产品的销售和村庄经济发展，为生鲜电子商务助力乡村振兴提供实践经验。

Abstract: With the in-depth implementation of the Rural Revitalization Strategy and the rapid advancement of digital village construction, fresh agricultural product e-commerce has emerged as a pivotal force in enhancing rural economic conditions. However, the current development of fresh agricultural product e-commerce still faces challenges such as inadequate infrastructure construction, weak product branding awareness, loopholes in quality regulation, and a shortage of rural e-commerce professionals. Tangwang Subdistrict, a prominent strawberry-producing area, possesses substantial market potential and distinctive product advantages. This study takes Tangwang strawberries as a case to investigate the current status of their online operations, systematically identify existing operational challenges, and propose targeted optimization strategies. The findings aim to advance the sales of agricultural products and stimulate economic growth in Tangwang Subdistrict, offering practical insights for leveraging fresh agricultural e-commerce to facilitate rural revitalization.