遵义市辣子鸡产业电商化发展路径研究

Research on the Development Path of E-Commerce of Spicy Chicken Industry in Zunyi City

摘要: 本研究以遵义市辣子鸡产业的电商化转型为研究对象，系统分析其产业基础、产品特性、市场格局及核心挑战。研究发现，该产业依托地域优势，正从传统业态向规模化、品牌化、创新化演进，但其电商化发展面临供应链不稳定、品牌同质化、渠道拓展困难及协同机制缺失等瓶颈。为此，本研究提出构建全链条质量管控体系、实施差异化品牌战略、优化多元化销售渠道(强化电商、物流及跨境布局)及完善产学研协同机制等对策。研究成果为遵义辣子鸡产业的可持续发展提供理论框架与实践路径，并对国内同类特色食品产业的转型升级具有借鉴意义，助力农业产业化与乡村振兴。研究为地方特色食品产业的电商化转型提供了理论参考，对促进乡村振兴与农业产业化具有现实意义。

Abstract: This study focuses on the e-commerce transformation of Zunyi spicy chicken industry, systematically analyzing its industrial foundation, product characteristics, market landscape, and core challenges. The research reveals that while the industry is evolving from traditional operations to scale, branding, and innovation by leveraging regional advantages, its e-commerce development faces bottlenecks such as unstable supply chains, brand homogenization, difficulties in channel expansion, and lack of collaborative mechanisms. To address these issues, this study proposes strategies including establishing a full-chain quality control system, implementing differentiated branding strategies, optimizing diversified sales channels (enhancing e-commerce, logistics, and cross-border expansion), and improving industry-academia-research collaboration mechanisms. The findings provide a theoretical framework and practical pathways for the sustainable development of Zunyi spicy chicken industry, while offering valuable insights for the transformation and upgrading of similar local specialty food industries in China, thereby contributing to agricultural industrialization and rural revitalization.