甘肃特色农产品品牌建设中农村电商发展现状及对策研究

A Study on the Current Situation and Countermeasures of Rural E-Commerce Development in the Brand Construction of Gansu’s Characteristic Agricultural Products

摘要: 本文聚焦甘肃特色农产品品牌电商化发展，以区域品牌战略为核心分析框架，系统梳理了其资源禀赋与品牌建设基础、农村电商发展概况及电商在品牌建设中的作用。研究发现，甘肃依托独特地理气候孕育了丰富的特色农产品，形成以“甘味”为核心的三级品牌架构，农村电商在政策赋能下实现销售额增长并带动就业，但仍面临供应链短板、运营能力不足、基础设施与协同机制不完善等挑战。针对这些问题，本文从政府、市场主体、平台服务三个层面提出对策建议，包括强化支撑体系、提升品牌价值、深化生态赋能等。研究认为，未来通过技术赋能、多元协同与价值升级，甘肃特色农产品品牌电商化有望突破瓶颈，为区域农业高质量发展提供有力支撑。

Abstract: This article focuses on the development of e-commerce for characteristic agricultural product brands in Gansu Province, with regional brand strategy as the core analytical framework. It systematically reviews its resource endowment and brand building foundation, the development of rural e-commerce, and the role of e-commerce in brand building. Research has found that Gansu, relying on its unique geographical climate, has nurtured a rich variety of characteristic agricultural products, forming a three-level brand structure with “sweet taste” as the core. Rural e-commerce has achieved sales growth and driven employment under policy empowerment, but still faces challenges such as supply chain shortcomings, insufficient operational capabilities, and imperfect infrastructure and coordination mechanisms. In response to these issues, this article proposes countermeasures and suggestions from three levels: government, market entities, and platform services, including strengthening the support system, enhancing brand value, and deepening ecological empowerment. Research suggests that in the future, through technological empowerment, diversified collaboration, and value upgrading, the e-commerce of Gansu’s characteristic agricultural product brands is expected to break through bottlenecks and provide strong support for the high-quality development of regional agriculture.