“甘味”农产品电商化升级的现实困境与路径选择

The Realistic Dilemmas and Path Choices for the Upgrading of “Ganwei” Agricultural Products via E-Commerce

摘要: 数字乡村建设为特色农产品上行提供了新动能。近年来，甘肃省“甘味”农产品凭借区域公用品牌建设，在电商销售和品牌出海方面取得了阶段性成效。但受制于内陆地理环境及产业基础，其电商化进程面临诸多现实阻碍。本文引入“产业生态系统理论”构建核心分析框架，立足甘肃农业发展现状，从生态基础设施(冷链物流)、生态主体(数字化运营)、生态价值转化(品牌溢价)及生态群落协同(多主体联结)四个维度，系统剖析“甘味”农产品电商化升级过程中的具体瓶颈，并尝试提出冷链生态底座重构、数字生态赋能、价值共创标准完善及产业生态协同演化的优化路径。旨在为“甘味”品牌及类似区域公用品牌的高质量发展提供一定的参考。

Abstract: The construction of digital villages provides new momentum for the upward mobility of specialty agricultural products. In recent years, leveraging the construction of regional public brands, Gansu Province’s “Ganwei” agricultural products have achieved phased results in e-commerce sales and brand internationalization. However, constrained by the inland geographical environment and industrial foundation, its e-commerce upgrading process faces many realistic obstacles. This paper introduces the “Industrial Ecosystem Theory” to construct a core analytical framework. Grounded in the current state of agricultural development in Gansu, it systematically analyzes the specific bottlenecks in the e-commerce upgrading process of “Ganwei” agricultural products from four dimensions: ecological infrastructure (cold chain logistics), ecological subjects (digital operations), ecological value transformation (brand premium), and ecological community coordination (multi-stakeholder connection). Furthermore, it attempts to propose optimization paths including the reconstruction of the cold chain ecological foundation, digital ecological empowerment, the perfection of value co-creation standards, and the collaborative evolution of the industrial ecology. The aim is to provide a certain reference for the high-quality development of the “Ganwei” brand and similar regional public brands.