生态型农产品电商高质量发展模式创新与路径研究——以张掖沙枣产业为例

Research on the Innovation and Path of High-Quality Development Model of Ecological Agricultural Products E-Commerce—A Case Study of Zhangye Jujube Industry

摘要: 在数字经济赋能乡村振兴的背景下，电商已成为激活特色农产品市场活力、推动农业产业升级的核心引擎。张掖沙枣作为河西走廊干旱半干旱地区特有的生态型特色农产品，兼具生态防护与经济增收双重价值，但其电商发展仍处于初级阶段，面临品牌辨识度低、供应链韧性不足、产品附加值低、数字化运营能力薄弱等现实瓶颈。本文以张掖沙枣产业为研究对象，系统剖析其电商发展的基础现状、核心优势与突出问题，结合产业实际创新发展模式，构建品牌引领、供应链升级、产品创新、数字赋能、政策保障等一体的高质量发展路径，为张掖沙枣电商突破发展困境、为我国西北同类生态型农产品电商高质量发展提供有益经验借鉴。

Abstract: Against the backdrop of digital economy empowering rural revitalization, e-commerce has become the core engine for activating the market vitality of characteristic agricultural products and promoting agricultural industrial upgrading. Zhangye jujube, as a unique ecological characteristic agricultural product in the arid and semi-arid areas of the Hexi Corridor, possesses dual values of ecological protection and economic income increase. However, its e-commerce development is still in its infancy, facing practical bottlenecks such as low brand recognition, insufficient supply chain resilience, low product added value, and weak digital operation capabilities. This paper takes the Zhangye jujube industry as the research object, systematically analyzes its current status, core advantages, and prominent problems in e-commerce development, and combines the actual situation of the industry to innovate development models. It constructs a high-quality development path integrating brand leadership, supply chain upgrading, product innovation, digital empowerment, and policy guarantee, providing valuable experience for Zhangye jujube e-commerce to break through development predicaments and for the high-quality development of similar ecological characteristic agricultural products e-commerce in northwest China.