乡村振兴背景下生鲜农产品线上销售的优化路径

Optimization Path of Online Sales of Fresh Agricultural Products in the Context of Rural Revitalization

摘要: 乡村振兴战略下农村电商发展有政策红利可享，生鲜农产品线上销售成农户增收新引擎，却受冷链物流体系薄弱、品牌化标准化缺失、末端配送困境等问题制约而难以持续发展。本文从供应链协同视角，结合政策文件与实证数据分析农户线上销售核心痛点后提出“政府–平台–农户”协同模式，其通过强化数字技术赋能、打造区域公共品牌、构建共享物流生态等路径有效提升生鲜农产品流通效率，为促进农村电商健康发展、助力乡村振兴提供理论参考与实践启示。

Abstract: Under the rural revitalization strategy, rural e-commerce development has policy dividends to enjoy, and online sales of fresh agricultural products have become a new engine for farmers to increase their income, but it is difficult to develop sustainably due to the constraints of a weak cold chain logistics system, the lack of branding and standardization, and the difficulties of end-of-line distribution, etc. From the supply chain synergistic perspective, the “government-platform-farmer” synergistic model is proposed by combining the policy documents and empirical data to analyze the core pain points of farmers’ online sales. The synergistic model of “government-platform-farmer” is proposed, which effectively improves the circulation efficiency of fresh agricultural products by strengthening digital technology empowerment, building regional public brand, and constructing a shared logistics ecology, etc., and provides theoretical references and practical inspiration for promoting the healthy development of rural e-commerce and assisting in the revitalization of the countryside.