电商赋能湄潭县茶产业的机制研究

Research on the Mechanism of E-Commerce Empowering the Tea Industry in Meitan County

摘要: 本文以贵州省湄潭县茶产业为研究对象，系统地探讨了电商对传统茶产业的赋能机制。研究发现，电商通过渠道赋能、品牌赋能、供应链赋能三大具体机制，有效破解湄潭茶产业“小散弱”“产销脱节”“品牌力不足”等发展困境。电商赋能湄潭县茶产业从“生产导向”向“市场导向”转型，从“资源驱动”向“数字驱动”升级。并且指出当前湄潭县茶产业电商存在的三大制约因素：电商平台的数据碎片化与各个品牌协同不足、电商生态环境不规范与茶产业链配套不完善，并提出相关对策建议，为湄潭县茶产业借助电商实现高质量发展提供理论支持与实践指导。

Abstract: This study takes the tea industry in Meitan County, Guizhou Province as the research object and systematically explores the enabling mechanism of e-commerce for the traditional tea industry. The research finds that through three specific mechanisms—channel empowerment, brand empowerment, and supply chain empowerment—e-commerce effectively addresses the development predicaments of Meitan’s tea industry, such as “small scale, scattered distribution, and weak competitiveness”, “disconnection between production and sales”, and “insufficient brand strength”. E-commerce empowers Meitan County’s tea industry to transform from a “production-oriented” model to a “market-oriented” one and upgrade from “resource-driven” to “digital-driven”. Additionally, the study identifies three major restrictive factors currently existing in the e-commerce development of Meitan’s tea industry: the fragmented data on e-commerce platforms and insufficient collaboration among various brands, the non-standard e-commerce ecological environment, and the incomplete supporting facilities of the tea industry chain. Corresponding countermeasures and suggestions are put forward to provide theoretical support and practical guidance for the high-quality development of Meitan County’s tea industry with the help of e-commerce.