乡村数字化文化建设背景下农产品电商创新模式

Innovative Models of Agricultural Product E-Commerce under the Background of Rural Digital Cultural Construction

摘要: 在农村数字化修建的大环境下，农村电子商务也出现了更新进步的机遇。当前农产品电商模式虽呈多元化，但直播电商等模式存在价值主张模糊、客户细分不足、配套产业与渠道支撑薄弱等问题。针对上述问题，需开展创新模式实践探索，强化农产品电商的品牌化建设，以此提升消费者的购买信心；深化客户细分与精准营销工作，提高农产品电商的营销效率与效果；拓展全渠道销售与运营体系，增强农产品电商的市场覆盖率与运营效率；加强客户忠诚度管理体系的构建，同时引入新型复合型人才，为发展夯实人才基础。通过系列举措，促进我国农产品电子商务在农村数字化修建中的高品质开展，推动农业增产和农户收入，促进乡村振兴政策的推行。

Abstract: In the context of rural digitalization, the e-commerce sector in rural areas is experiencing new opportunities for advancement. While the current agricultural e-commerce models are diverse, live-streaming e-commerce and similar models face challenges such as unclear value propositions, insufficient customer segmentation, and weak support from related industries and channels. To address these issues, it is necessary to explore innovative business models, enhance the branding of agricultural e-commerce to boost consumer confidence, deepen customer segmentation and precision marketing to improve marketing efficiency and effectiveness, expand the full-channel sales and operational system to increase market coverage and operational efficiency, and strengthen customer loyalty management systems. Additionally, introducing new composite talents will help build a solid talent base for development. Through these measures, we can promote high-quality development of China’s agricultural e-commerce in the context of rural digitalization, boost agricultural production and farmers’ income, and support the implementation of rural revitalization policies.