农村电商驱动特色农产品高效流通路径研究——以庆阳市苹果产业为例

Research on the Paths of Rural E-Commerce Driving the Efficient Circulation of Characteristic Agricultural Products—Taking the Apple Industry in Qingyang City as an Example

摘要: 数字经济与乡村振兴战略深度融合背景下，农村电商成为激活特色农产品流通的核心引擎。本文以庆阳市苹果产业为研究样本，结合实地调研与案例分析，系统探究农村电商驱动特色农产品高效流通的实践逻辑、现实瓶颈与优化路径。研究表明，庆阳市依托直播电商、供应链整合等模式实现苹果线上销售额快速增长，但仍面临供应链基础设施薄弱、品牌溢价能力不足、专业人才短缺等核心问题。基于此，本文提出“生产端标准化–流通端高效化–销售端精准化”全链条电商驱动路径，为西部欠发达地区特色农产品流通转型提供可复制经验。

Abstract: Against the background of the deep integration of the digital economy and the rural revitalization strategy, rural e-commerce has become a core engine for activating the circulation of characteristic agricultural products. Taking the apple industry in Qingyang City as the research sample, this paper systematically explores the practical logic, realistic bottlenecks and optimization paths of rural e-commerce driving the efficient circulation of characteristic agricultural products by combining field research and case analysis. The research shows that Qingyang City has achieved rapid growth in online apple sales by relying on models such as live-streaming e-commerce and supply chain integration, but still faces core problems such as weak supply chain infrastructure, insufficient brand premium capacity and shortage of professional talents. Based on this, this paper proposes a full-chain e-commerce-driven path of “production-side standardization-circulation-side efficiency-sales-side precision”, which provides replicable experience for the circulation transformation of characteristic agricultural products in underdeveloped western regions.