农林复合视角下德惠小町大米电商运营问题与对策

Problems and Countermeasures of E-Commerce Operation of Dehui Komachi Rice from the Agroforestry Compound Perspective

摘要: 数字乡村建设工作正在持续推进，线上销售渠道已成为带动传统农业完成转型发展的重要途径，本文以“德惠小町大米”作为研究对象，其产区依托农田防护林体系，具有林农复合生态特征。本文结合当地产业真实发展情况开展分析，整理德惠小町大米线上销售的实际发展情况，梳理发展难题，发现小町大米生产标准不统一、品牌知名度不高、运输仓储相关配套设施建设落后、专业人才缺失以及从业人员数字化运营能力不足等问题。结合上面梳理出的各类发展难题，从五个方面给出对应的改善办法，如统一大米生产分级标准、打造有本地特色的大米品牌、完善货物运输与仓储配套设施、培养线上运营相关人才和拓宽多种线上售卖途径，缓解德惠本地大米线上销售遇到的各类发展难题，同时为其他同类型特色农产品线上经营提供能够直接借鉴的实践思路。

Abstract: With the continuous advancement of digital rural construction, online sales channels have become a critical approach to driving the transformation and development of traditional agriculture. This paper takes “Dehui Komachi Rice” as the research object. The production region of Dehui Komachi Rice relies on a farmland shelterbelt system and exhibits the ecological characteristics of an agroforestry complex. Based on an analysis of the actual development status of the local industry, this paper sorts out the current development of online sales of Dehui Komachi Rice and identifies its key development challenges: inconsistent production standards, low brand awareness, underdeveloped supporting infrastructure for transportation and storage, a shortage of professional talents, and insufficient digital operation capabilities of practitioners. In response to the aforementioned development challenges, this paper proposes corresponding improvement solutions from five aspects: unifying rice production and grading standards, building rice brands with local characteristics, improving supporting facilities for cargo transportation and storage, cultivating professionals for online operation, and expanding diversified online sales channels. These solutions aim to alleviate various development problems encountered in the online sales of Dehui local rice, and meanwhile provide referential practical insights for the online operation of other similar characteristic agricultural products.