兰州白凤桃电商营销模式创新研究

Research on the Innovation of E-Commerce Marketing Models for Lanzhou White Phoenix Peaches

摘要: 在数字经济与乡村振兴战略深度融合的背景下，电商已经成为了拓宽农产品销售渠道、促进农民增收的重要力量。作为地方特色农产品，兰州白凤桃目前已初步开展电商销售，但是仍然存在营销手段同质化、物流成本偏高、品牌影响力不足以及专业电商人才匮乏等问题。针对上述的问题，本文提出了一系列创新路径：在多渠道营销模式方面，借助多方资源来推动直播带货、发挥好社交电商信任机制的优势、积极探索跨境电商的新思路；在品牌与文化营销方面，加强品牌系统化的建设，可以融入当地的文化要素来提升农产品附加值；在供应链管理方面，通过延长白凤桃的产业链、推广应用冷链物流技术、建立产品质量追溯体系等策略，全面提升农产品的运营效率。研究表明，上述创新措施对增强兰州白凤桃的市场竞争力和实现产业可持续发展有着重要意义。未来，应该进一步深化与电商平台合作，加强人才培养与引进，持续完善基础设施，推动兰州白凤桃电商营销模式的不断优化与升级，为兰州市乡村振兴与农业现代化进程注入新动力。

Abstract: Against the backdrop of the deep integration of the digital economy and the rural revitalization strategy, e-commerce has become an important force in broadening the sales channels of agricultural products and promoting farmers’ income growth. As a local characteristic agricultural product, Lanzhou White Phoenix Peach has initially started e-commerce sales. However, there are still problems such as homogenized marketing methods, high logistics costs, insufficient brand influence, and a shortage of professional e-commerce talents. In response to the above-mentioned issues, this article proposes a series of innovative approaches: in terms of multi-channel marketing models, leveraging multiple resources to promote live-streaming sales, giving full play to the advantages of the trust mechanism in social e-commerce, and actively exploring new ideas for cross-border e-commerce; In terms of brand and cultural marketing, strengthening the systematic construction of the brand can integrate local cultural elements to increase the added value of agricultural products. In terms of supply chain management, the operational efficiency of agricultural products has been comprehensively enhanced through strategies such as extending the industrial chain of white phoenix peaches, promoting and applying cold chain logistics technology, and establishing a product quality traceability system. Research shows that the above-mentioned innovative measures are of great significance for enhancing the market competitiveness of Lanzhou White Phoenix Peach and achieving sustainable development of the industry. In the future, it is necessary to further deepen cooperation with e-commerce platforms, strengthen talent cultivation and introduction, continuously improve infrastructure, and promote the continuous optimization and upgrading of the e-commerce marketing model of Lanzhou White Phoenix Peaches, injecting new impetus into the process of rural revitalization and agricultural modernization in Lanzhou City.