“数商兴农”背景下界河镇马铃薯产业电商发展策略研究

Research on E-Commerce Development Strategies of Potato Industry in Jiehe Town under the Background of “Digital Commerce Revitalizing Agriculture”

摘要: 目的：探究“数商兴农”背景下界河镇马铃薯产业电商发展路径，破解产业数字化转型难题，助力乡村振兴。方法：结合实地调研、案例分析与数据统计，系统梳理产业电商发展现状，剖析现存问题，提出针对性策略。结果：界河镇马铃薯产业具备优质品种与政策支持优势，2024年线上销售额达1.2亿元，但存在冷链物流不足、品牌标准化低、电商人才短缺等问题。结论：通过构建智慧供应链、打造特色品牌、培育专业人才等措施，可推动产业电商高质量发展，为鲁西南乡村特色产业转型提供参考。

Abstract: Objective: To explore the e-commerce development path of the potato industry in Jiehe Town under the background of “Digital Commerce Revitalizing Agriculture”, solve the problems of industrial digital transformation, and contribute to rural revitalization. Methods: Combining field research, case analysis and data statistics, systematically sort out the current situation of industrial e-commerce development, analyze existing problems, and put forward targeted strategies. Results: The potato industry in Jiehe Town has advantages of high-quality varieties and policy support, with online sales reaching 120 million yuan in 2024, but there are problems such as insufficient cold chain logistics, low brand standardization, and shortage of e-commerce talents. Conclusion: By building a smart supply chain, creating characteristic brands, and cultivating professional talents, the high-quality development of industrial e-commerce can be promoted, providing a reference for the transformation of rural characteristic industries in southwestern Shandong.