“互联网+”背景下薏仁产业发展路径与策略研究

Research on the Development Path and Strategy of Coicis Industry under the Background of “Internet Plus”

摘要: 随着“互联网+”与农业的深度融合，薏仁产业迎来发展新机遇的同时也面临系统性挑战。本文在剖析薏仁生态适应性强、经济价值多元等固有优势的基础上，重点探讨了其在电商化进程中存在的现实瓶颈。研究显示，技术应用门槛高、配套政策不完善、市场秩序不规范以及电商专业人才短缺等因素，严重制约了薏仁产业的线上拓展步伐。文章提出系统性创新策略：通过强化品牌建设与网络宣传，充分利用短视频与直播渠道；深化产品创新，开发高附加值衍生品以提升竞争力；构建专业化人才梯队，支撑数字营销能力；并推动精准农业技术应用，实现智能化管理。这些策略旨在协同推动薏仁产业与电子商务的深度融合，不仅为提升产业竞争力、促进农民增收提供有效路径，也为实现乡村振兴战略目标注入持续动力。

Abstract: With the deep integration of “Internet plus” and agriculture, the pearl barley industry is facing both new development opportunities and systemic challenges. Based on the analysis of the inherent advantages of pearl barley, such as strong ecological adaptability and diverse economic values, this paper focuses on the practical bottlenecks in the process of e-commerce development. Research shows that factors such as high technical application thresholds, imperfect supporting policies, irregular market order, and a shortage of e-commerce professionals have severely restricted the online expansion of the pearl barley industry. The article proposes a systematic innovation strategy: by strengthening brand building and online promotion, fully utilizing short videos and live streaming channels; deepening product innovation, developing high value-added derivatives to enhance competitiveness; building a professional talent team to support digital marketing capabilities; and promoting the application of precision agriculture technology to achieve intelligent management. These strategies aim to synergize the deep integration of the pearl barley industry and e-commerce, not only providing an effective path for enhancing industrial competitiveness and promoting farmers’ income growth, but also injecting sustained momentum into achieving the strategic goal of rural revitalization.