电商环境下的石阡苔茶发展研究

Research on the Development of Shiqian Moss Tea in the E-Commerce Environment

摘要: 本文以贵州省石阡县特色茶叶产品——石阡苔茶为研究对象，探讨其在电子商务环境下的发展现状、面临的挑战及未来路径。石阡苔茶作为国家地理标志产品，在传统销售模式受限的背景下，借助电商平台突破地域限制，拓展全国市场。研究表明，电商化为石阡苔茶产业带来了销售额增长、品牌知名度提升和消费群体扩大的机遇，但同时也在品牌建设、产品质量标准和人才技术等方面存在诸多挑战。

Abstract: This paper takes Shiqian Moss Tea, a characteristic tea product of Shiqian County in Guizhou Province, as the research object, and explores its development status, challenges and future paths in the e-commerce environment. As a national geographical indication product, Shiqian Moss Tea, against the background of limited traditional sales models, breaks through geographical restrictions and expands the national market with the help of e-commerce platforms. The research shows that e-commerce has brought opportunities for the Shiqian Moss Tea industry, such as increased sales volume, enhanced brand awareness and expanded consumer groups, but at the same time, there are many challenges in brand building, product quality standards, talent and technology.