新疆特色农产品电子商务发展策略研究

Research on the Development Strategy of E-Commerce of Xinjiang Characteristic Agricultural Products

摘要: 经济全球化推进中，中国深度融入世界，新疆特色农特产品作为重要出口创汇品类，将成为当地支柱产业，故大力开发地方特色农特品牌是未来趋势，同时需防范网络安全隐患、注重绿色环保，打造健康消费环境，保障消费者放心购买。新疆地理位置特殊、气候类型多样，是农业大省，在全国经济发展中地位重要。特色农产品电子商务以当地特有农产品为基础，通过网络平台开展信息与交易活动。目前我国对特色农业无统一界定标准，随着社会发展，人们对特色农产品的认知不断变化，界定需动态调整。本文认为，特色产品指有一定生产规模、能满足消费者与市场需求的农副产品，具备质量优、价格高、产量稳、绿色健康等特点；传统农户销售经“批发商–零售商”模式，虽可面对面沟通，但存在供货不及时、成本难控制、订单延迟、物流不畅等问题。本文结合实际为新疆特色农产品电商提建议：先总结国内外文献，明确我国农产品电商发展状况，从政府、企业、农民三视角阐述当前新疆该领域电商模式；再围绕平台建设，从农业信息服务系统、物流配送体系、支付结算等维度，论述各环节问题及解决措施；最后详解其在新疆的应用情况、优势与不足，并针对性给出对策。

Abstract: With the advancement of economic globalization, China has been deeply integrated into the world. As an important foreign exchange-earning export category, Xinjiang’s characteristic agricultural and specialty products will become a pillar industry of the region. Therefore, vigorously developing local characteristic agricultural and specialty brands is an inevitable trend for the future. At the same time, it is necessary to guard against cybersecurity risks, emphasize green development and environmental protection, and create a healthy consumption environment to ensure that consumers can purchase local characteristic agricultural and specialty products with confidence. Xinjiang, boasting a unique geographical location and diverse climate types, is a major agricultural province and plays a crucial role in the national economic development. E-commerce for characteristic agricultural products is based on the region’s unique agricultural products and conducts information dissemination and transaction activities through online platforms. Currently, there is no unified standard for defining characteristic agriculture in China. As society progresses and develops, people’s understanding of characteristic agricultural products is constantly changing, so the definition needs to be dynamically adjusted according to different circumstances. This article holds that characteristic products refer to agricultural and sideline products that have a certain production scale, can meet consumer needs and conform to market demand, and possess characteristics such as high quality, reasonable pricing, stable output, and green health. The traditional sales model for farmers involves a “wholesaler-retailer” chain. Although this model allows face-to-face communication with customers, it has shortcomings including delayed supply, difficulty in cost control, order delays, and poor logistics connectivity. Combining practical situations, this article puts forward suggestions for the development of e-commerce for Xinjiang’s characteristic agricultural products. Firstly, based on a summary of relevant domestic and foreign literature, it clarifies the development status of China’s agricultural product e-commerce and expounds on the current e-commerce models for Xinjiang’s characteristic agricultural products from three perspectives: the government, enterprises, and farmers. Secondly, focusing on platform construction, it discusses the problems and solutions in various links from dimensions such as agricultural information service systems, logistics and distribution systems, and payment and settlement systems. Finally, it details the application status, advantages, and shortcomings of such e-commerce in Xinjiang, and puts forward targeted countermeasures and suggestions accordingly.