数字技术驱动敖汉旗农产品电商销售的路径与优化策略——基于县域特色产业发展的实践探索

Research on the Path and Optimization Strategy of Digital Technology Driving E-Commerce Sales of Agricultural Products in Aohan Banner—Based on the Practical Exploration of County-Level Characteristic Industry Development

摘要: 本研究聚焦内蒙古敖汉旗农产品电商销售的数字化转型需求，梳理数字技术在县域农产品上行中的作用逻辑，结合敖汉旗杂粮、小米等特色农产品的产业基础，从供应链升级、营销场景创新、品牌价值传递、主体能力提升四个维度分析数字技术的驱动路径，并针对当前县域数字化应用中普遍存在的基础设施适配性不足、人才支撑薄弱、产业协同性不强等问题，提出对应的优化策略，为欠发达县域借助数字技术释放特色农业产业价值、推动乡村产业振兴提供参考框架。

Abstract: This study focuses on the digital transformation demand of e-commerce sales of agricultural products in Aohan Banner, Inner Mongolia, sorts out the functional logic of digital technology in the upward flow of county-level agricultural products, combines the industrial foundation of characteristic agricultural products such as coarse grains and millet in Aohan Banner, analyzes the enabling path of digital technology from four dimensions: supply chain upgrading, marketing scenario innovation, brand value transmission, and main body ability improvement, and puts forward corresponding optimization strategies in view of the common problems in current county-level digital applications, such as insufficient infrastructure adaptability, weak talent support, and weak industrial coordination, so as to provide a reference framework for underdeveloped counties to release the value of characteristic agricultural industries with the help of digital technology and promote rural industrial revitalization.