农村电商数字化转型助力正安县白茶产业的可持续发展路径研究

Research on Sustainable Development Path of White Tea Industry in Zheng’an County through Digital Transformation of Rural E-Commerce

摘要: 在乡村振兴战略深化推进背景下，特色农产品产业数字化转型成为破解发展瓶颈的关键。正安县作为贵州白茶核心产区，其白茶因良好的氨基酸含量具备显著品质优势，但受品牌知名度低、线上渠道薄弱、数字化程度不足等制约，产业可持续发展面临挑战。本文结合文献分析与产业实际，以农村电商数字化转型为切入点，界定相关核心概念，系统剖析正安白茶产业在基础设施、数智人才、流量品牌、产业标准化、政策协同等方面的现实困境，并从基础设施升级、人才体系构建、数智化电商中台搭建、产业融合创新、政策与龙头企业引领五大维度，提出针对性发展路径。研究表明，农村电商数字化转型可有效破解正安白茶产业地域限制、信息不对称、附加值低等问题，推动产业向品牌化、高附加值方向升级，为乡村振兴背景下欠发达地区特色农产品产业可持续发展提供实践参考。

Abstract: In the context of deepening rural revitalization strategies, the digital transformation of specialty agricultural industries has become crucial for overcoming development bottlenecks. As a core production area for Guizhou white tea, its white tea possesses remarkable quality advantages due to its high amino acid content. However, challenges such as low brand recognition, weak online channels, and insufficient digitalization hinder sustainable industry development. This study combines literature analysis with practical industry insights, focusing on rural e-commerce digital transformation. It defines key concepts and systematically examines practical challenges in Zheng’an white tea industry, including infrastructure, digital talent development, brand traffic, industrial standardization, and policy coordination. The paper proposes targeted development pathways across five dimensions: infrastructure upgrades, talent system construction, digital e-commerce platform development, industrial integration innovation, and policy-leader enterprise guidance. Research demonstrates that rural e-commerce digital transformation can effectively address issues like geographical limitations, information asymmetry, and low added value in Zheng’an white tea industry. This approach drives industrial upgrading toward branding and high value-added development, providing practical references for sustainable development of specialty agricultural industries in underdeveloped regions within the rural revitalization framework.