电子商务背景下农村水产品销售模式的困境与对策——以彭泽县彭泽鲫为例

Dilemmas and Countermeasures of Rural Aquatic Product Sales Model under the Background of E-Commerce—A Case Study of Pengze Crucian Carp in Pengze County

摘要: 彭泽鲫以其肉质鲜美、营养价值高而著称，产地彭泽县的自然环境为其生长提供了优越条件，在水产市场中占据重要地位。随着电子商务在农产品销售领域的蓬勃发展，彭泽鲫电商销售也逐渐兴起。其发展历经起步探索、初步发展和规模发展阶段，形成了平台直销、直播带货、社群营销等多种销售模式。然而，目前彭泽鲫电商销售面临物流配送保鲜难题、产品标准化不足以及品牌建设薄弱等问题。针对这些问题，可通过优化物流配送、推进产品标准化以及加强品牌建设等策略加以解决。从销售业绩来看，彭泽鲫电商销售呈现出良好的增长趋势，市场反馈也较为积极。未来，技术创新将推动销售模式创新，市场拓展也将为彭泽鲫电商销售带来新的机遇。本研究旨在全面剖析彭泽鲫电子商务销售现状，为其进一步发展提供理论支持与实践指导，助力彭泽鲫产业蓬勃发展，农民增收致富。

Abstract: Pengze crucian carp is famous for its delicious meat and high nutritional value. The natural environment of its origin, Pengze County, provides superior conditions for its growth and it occupies an important position in the aquatic product market. With the vigorous development of e-commerce in the field of agricultural product sales, the e-commerce sales of Pengze crucian carp have gradually emerged. Its development has gone through the initial exploration, initial development and scale development stages, forming a variety of sales models such as platform direct sales, live-streaming e-commerce, and community marketing. However, at present, the e-commerce sales of Pengze crucian carp face problems such as logistics distribution and preservation challenges, insufficient product standardization, and weak brand building. To address these issues, strategies such as optimizing logistics distribution, promoting product standardization, and strengthening brand building can be adopted. From the perspective of sales performance, the e-commerce sales of Pengze crucian carp show a good growth trend, and the market feedback is also relatively positive. In the future, technological innovation will promote the innovation of sales models, and market expansion will also bring new opportunities for the e-commerce sales of Pengze crucian carp. This research aims to comprehensively analyze the current situation of e-commerce sales of Pengze crucian carp, provide theoretical support and practical guidance for its further development, help the Pengze crucian carp industry thrive, and increase farmers’ income and wealth.