电商驱动下庆阳苹果产业升级路径研究

Research on the Upgrading Path of Qingyang Apple Industry Driven by E-Commerce

摘要: 在数字经济赋能农业转型的背景下，本文以庆阳苹果产业为研究对象，剖析了电商驱动之下庆阳苹果产业的升级途径，研究得出了庆阳苹果凭借地理标志优势以及差异化的品质特点，通过电商渠道实现了销售规模的扩张与品牌价值的提升，但目前仍然面临着冷链物流薄弱、品牌竞争力不足、产业链附加值较低、电商运营能力有限的问题。对此，研究提出了“全链条协同升级”的路径，即凭借构建区域性的冷链网络集群以及智慧供应链来提升产品的流通效率；凭借地理标志标准化的认证与文化IP赋能来构建品牌矩阵；依托深加工技术的研发和农旅融合来延伸产业链的价值；借助数字营销以及跨境电商实现精准的市场匹配。本文为西北特色农产品突破“小产区困境”、实现产业电商化转型提供了理论与实践方面的参考。

Abstract: Under the background of digital economy empowering agricultural transformation, this paper takes the Qingyang apple industry as the research object, analyzes the upgrading path of the Qingyang apple industry driven by e-commerce, and concludes that Qingyang apples, relying on geographical indication advantages and differentiated quality characteristics, have achieved the expansion of sales scale and the enhancement of brand value through e-commerce channels. However, at present, it still faces problems such as weak cold chain logistics, insufficient brand competitiveness, low added value of the industrial chain, and limited e-commerce operation capabilities. In this regard, the research has proposed the path of “full-chain collaborative upgrade”, that is, to enhance the circulation efficiency of products by building regional cold chain network clusters and intelligent supply chains. Build a brand matrix by relying on the certification of geographical indication standardization and the empowerment of cultural IP. Extend the value of the industrial chain by relying on the research and development of deep processing technology and the integration of agriculture and tourism. Achieve precise market matching through digital marketing and cross-border e-commerce. This article provides theoretical and practical references for characteristic agricultural products in Northwest China to break through the “small production area predicament” and achieve industrial e-commerce transformation.