乡村振兴背景下农产品网络营销的困境与突破路径研究

A Study on the Challenges and Breakthrough Pathways of Agricultural Product Online Marketing in the Context of Rural Revitalization

摘要: 在电子商务高速发展与乡村振兴战略深入实施的背景下，农产品网络营销已成为推动农业现代化、促进农民增收的关键路径。本文基于多篇文献分析，系统梳理农产品网络营销的必然性优势，并聚焦当前面临的标准化程度低、物流体系滞后、信息化水平不足、专业人才匮乏、品牌建设薄弱等核心困境。针对性地提出强化标准化与质量监管、完善冷链物流与智慧供应链、加强农村数字基建、构建多元化人才培养机制、深化品牌文化赋能等突破策略，为农产品网络营销的可持续发展提供理论参考与实践指导。

Abstract: Against the backdrop of rapid e-commerce development and the in-depth implementation of the rural revitalization strategy, online marketing of agricultural products has become a key pathway for promoting agricultural modernization and increasing farmers’ income. This paper systematically analyzes the inherent advantages of online marketing of agricultural products (low transaction costs, high market transparency, and diverse marketing methods) based on multiple authoritative literature reviews, and focuses on the core challenges currently faced, including low standardization levels, lagging logistics systems, insufficient information technology capabilities, shortages of professional talent, and weak brand development. It proposes targeted strategies to address these challenges, including strengthening standardization and quality supervision, improving cold chain logistics and smart supply chains, enhancing rural digital infrastructure, establishing diversified talent development mechanisms, and deepening brand cultural empowerment. These strategies aim to provide theoretical references and practical guidance for the sustainable development of agricultural product online marketing.