乡村振兴视角下秦安蜜桃产业电商发展现存困境与对策探究

The Existing Predicament and Countermeasures of E-Commerce Logistics of Qin’an Honey Peach Industry under the Background of Rural Revitalization

摘要: 在乡村振兴战略施行进程中，农产品电商物流已成为农村经济发展与农民增收的重要驱动力。本文以秦安蜜桃产业为例，分析了秦安农村电子商务发展的机遇、存在的问题，并提出了解决问题的措施。在分析秦安蜜桃产业电商发展机遇的基础上，就秦安电子商务人才匮乏、专业化程度低、配送设施不完善、产品配送成本高、农产品品牌塑造力度小，品牌知名度低、政策落实存在误差、政策红利释放不到位等问题提出针对性解决措施。从强化专业人才培训、建设网络营销队伍、强化基础设施、提高物流效率、打造特色品牌、提高市场竞争力、加强宏观调控、强化政策支持等方面入手，以期为秦安蜜桃产品电商物流的可持续发展提供支撑。

Abstract: During the implementation of the rural revitalization strategy, e-commerce logistics for agricultural products has become an important driving force for rural economic development and farmers’ income growth. Taking the Qin’an honey peach industry as an example, this paper analyzes the opportunities and existing problems in the development of rural e-commerce in Qin’an, and proposes targeted solutions. Based on the analysis of the development opportunities of e-commerce for the Qin’an honey peach industry, it puts forward targeted solutions to problems such as the lack of e-commerce talents in Qin’an, low professionalization, incomplete distribution facilities, high distribution costs of agricultural products, small efforts in shaping agricultural product brands, low brand awareness, and errors in policy implementation and inadequate release of policy dividends. It starts from the following aspects: strengthening professional talent training, building a network marketing team, strengthening infrastructure to improve logistics efficiency, creating characteristic brands to enhance market competitiveness, and strengthening macro-control and policy support, with the aim of providing support for the sustainable development of e-commerce logistics for Qin’an honey peaches.