乡村振兴战略下鱼台大米电商发展的困境与突破路径研究

Research on the Dilemmas and Breakthrough Paths of the E-Commerce Development of YuTai Rice under the Rural Revitalization Strategy

摘要: 在乡村振兴战略的深入推进下，农产品电商成为激活农村产业活力、实现农民增收致富的核心抓手。鱼台县作为北方优质粳稻核心产区，素有“鱼米之乡”的美誉，鱼台大米凭借优良的品质斩获多项国家级认证，产业规模稳步扩大。近年来，鱼台县积极布局大米电商产业，在销售渠道拓展、电商主体培育、市场覆盖范围等方面取得初步成效，为当地农业经济发展注入新动能。然而，鱼台大米电商发展仍面临基础设施配套不足、专业人才储备匮乏、品牌价值挖掘不深、电商产业链协同性弱等困境。为此，本文提出针对性突破路径，包括完善物流冷链与数字基础设施、构建多元化电商人才培养与引进体系、深挖品牌特色并创新传播方式、强化电商产业链协同发展，以期推动鱼台大米电商实现高质量发展，为乡村振兴战略的落地实施提供坚实产业支撑。

Abstract: With the in-depth advancement of the rural revitalization strategy, agricultural product e-commerce has become a key driver in revitalizing rural industries and helping farmers increase their incomes and achieve prosperity. As a core production area for high-quality japonica rice in northern China, Yutai County enjoys the reputation of a “land of fish and rice”. Renowned for its excellent quality, Yutai Rice has won multiple national certifications, and its industrial scale has been steadily expanding. In recent years, Yutai County has actively promoted the e-commerce development of its rice industry, achieving initial results in expanding sales channels, nurturing e-commerce entities, and extending market coverage, injecting new momentum into the development of the local agricultural economy. Nevertheless, the e-commerce development of Yutai Rice still faces challenges such as inadequate supporting infrastructure, a shortage of professional talent, insufficient exploration of brand value, and weak synergy within the e-commerce industrial chain. In response, this paper proposes targeted breakthrough pathways, including improving logistics, cold chain and digital infrastructure, establishing a diversified system for training and attracting e-commerce talent, further exploring brand characteristics and innovating communication methods, and strengthening the coordinated development of the e-commerce industrial chain. These measures aim to promote the high-quality development of Yutai Rice e-commerce and provide solid industrial support for the implementation of the rural revitalization strategy.