特色农产品网络销售问题研究——以甘肃陇南茶产业为例

Research on the Problems of Online Sales of Specialty Agricultural Products—A Case Study of the Tea Industry in Longnan, Gansu Province

摘要: 随着数字经济的快速崛起，短视频平台与网络直播模式的广泛普及，为乡村建设与发展注入了新的活力。与此同时，这一现象也为特色农产品的销售带来了新的机遇与挑战，使得推进特色农产品网络营销显得尤为关键。本文以甘肃省陇南市茶产业为研究对象，系统阐述了该产业的发展现状，并深入剖析了当前网络销售所面临的困境。在此基础上，提出了若干对策建议，包括明确农户的主体地位、整合现有产品资源、强化产品宣传力度以及规范行业市场秩序等，以期推动网络营销的健康发展。旨在为我国特色农产品网络营销模式的优化与创新提供理论依据和实践参考。

Abstract: With the rapid rise of the digital economy and the wide popularity of short-video platforms and live-streaming models, new vitality has been injected into rural construction and development. Meanwhile, this phenomenon has also brought new opportunities and challenges to the sales of characteristic agricultural products, making the promotion of online marketing of characteristic agricultural products particularly crucial. This article takes the tea industry in Longnan City, Gansu Province, as the research object, systematically expounds the current development status of this industry, and deeply analyzes the predicaments currently faced by online sales. On this basis, several countermeasures and suggestions have been put forward, including clarifying the dominant position of farmers, integrating existing product resources, strengthening product promotion efforts, and regulating the market order of the industry, with the aim of promoting the healthy development of online marketing. It aims to provide a theoretical basis and practical reference for the optimization and innovation of the online marketing model of characteristic agricultural products in our country.