特色农产品网络销售问题研究——以甘肃天水大樱桃产业为例

Research on Online Sales of Featured Agricultural Products—A Case Study of the Tianshui Cherry Industry in Gansu Province

摘要: 随着数字经济的快速崛起，电商平台与直播带货模式的广泛普及，为乡村建设与发展注入了新的活力。与此同时，这一现象也为特色农产品的销售带来了新的机遇与挑战，使得推进特色农产品网络营销显得尤为关键。本文以甘肃省天水市大樱桃产业为研究对象，系统阐述了该产业的发展现状，并深入剖析了当前网络销售所面临的困境。在此基础上，提出了若干对策建议，包括强化冷链物流体系、提升农户/合作社数字化能力、深化品牌建设与营销创新、建立标准化体系和加强市场监管等，以期推动网络营销的健康发展。旨在为我国特色农产品网络营销模式的优化与创新提供理论依据和实践参考。

Abstract: With the rapid rise of the digital economy and the widespread adoption of e-commerce platforms and livestreaming sales models, new vitality has been injected into rural construction and development. Concurrently, this phenomenon presents both new opportunities and challenges for the sales of featured agricultural products, making the advancement of online marketing for these products particularly critical. Taking the cherry industry in Tianshui City, Gansu Province, as the research subject, this paper systematically outlines the current development status of this industry and conducts an in-depth analysis of the difficulties currently faced in online sales. Building upon this analysis, several countermeasures and suggestions are proposed. These include strengthening the cold chain logistics system, enhancing the digital skills of farmers/cooperatives, deepening brand building and marketing innovation, establishing standardized systems, and strengthening market regulation. These measures are put forward to promote the healthy development of online marketing. This research aims to provide theoretical foundations and practical references for the optimization and innovation of online marketing models for featured agricultural products in China.