扬州市沿湖村电商发展的困境及对策研究

Research on the Dilemmas and Countermeasures of E-Commerce Development in Yanhu Village, Yangzhou City

摘要: 本文以扬州市沿湖村为案例，探究渔村电商发展的困境及对策。问卷调查发现，沿湖村依托“印象邵伯湖”等特色品牌探索电商转型，虽在推广特色农产品、文旅融合方面取得初步成效，但仍面临四大核心困境：基础设施薄弱、专业人才匮乏、品牌建设滞后、政策支持不足。针对上述问题，提出系统性对策：加强基础设施建设，培育和引进电商人才，推动构建品牌体系，优化政策供给。本研究为渔村依托电商实现产业振兴提供实践路径，对同类地区乡村振兴具有示范意义。

Abstract: This paper takes Yangzhou’s Yanhu Village as a case study to explore the dilemmas and strategies for the development of e-commerce in fishing villages. A questionnaire survey found that Yanghu Village is exploring e-commerce transformation by relying on specialty brand like “Impression of Shaobo Lake”. Although initial successes have been achieved in promoting specialty agricultural products and integrating cultural tourism, four core dilemmas remain: weak infrastructure, lack of professional talent, lagging brand development, and insufficient policy support. To address these issues, systematic strategies are proposed: strengthening infrastructure construction, cultivating and introducing e-commerce talents, promoting the establishment of a brand system, and optimizing policy supply. This study provides a practical path for fishing villages to achieve industrial revitalization through e-commerce and serves as a model for rural revitalization in similar regions.