数字乡村背景下静宁县农产品电商上行的瓶颈与突破路径研究

Research on the Bottleneck and Breakthrough Path of Agricultural Product E-Commerce in Jingning County under the Background of Digital Countryside

摘要: 在数字乡村建设深入推进、乡村振兴全面实施的时代背景下，农产品电商上行作为激活农村发展活力、拓宽农产品流通渠道、促进农民增收的重要举措，已成为推动农村产业高质量发展的关键路径。本文以数字乡村建设为视角，以甘肃省静宁县农产品电商上行为研究对象，系统梳理当前静宁县农产品电商上行的发展现状，深入剖析其在供应链建设、品牌培育、人才供给、基础设施、政策保障等方面存在的突出瓶颈。结合静宁县苹果、小杂粮等特色农产品电商实践经验与调研数据，从完善供应链体系、强化品牌建设、培育专业人才、补齐基础设施短板、健全政策保障机制五个维度，提出针对性的突破路径，为推动静宁县农产品电商高质量发展、助力乡村产业振兴、缩小区域发展差距提供理论参考与实践支撑。

Abstract: Against the backdrop of the in-depth advancement of digital rural construction and the comprehensive implementation of rural revitalization, the upward development of agricultural product e-commerce, as an important measure to stimulate rural development vitality, broaden agricultural product circulation channels, and increase farmers’ income, has become a key path for promoting high-quality development of rural industries. This paper takes digital rural construction as the perspective and uses the upward development of agricultural product e-commerce in Jingning County, Gansu Province, as the research object, systematically reviewing the current development status of agricultural product e-commerce in Jingning County, and deeply analyzing the prominent bottlenecks in supply chain construction, brand cultivation, talent supply, infrastructure, and policy support. By combining the practical experience and survey data of e-commerce for characteristic agricultural products such as apples and minor grains in Jingning County, the paper proposes targeted breakthrough paths from five dimensions: improving the supply chain system, strengthening brand building, cultivating professional talent, filling infrastructure gaps, and improving policy support mechanisms, providing theoretical reference and practical support for promoting the high-quality development of agricultural product e-commerce in Jingning County, assisting rural industry revitalization, and narrowing regional development gaps.