农产品电商发展的困境与优化策略研究——以广安市龙安柚为例

A Study on the Dilemmas and Optimization Strategies for the Development of Agricultural Product E-Commerce—A Case Study of Long’an Pomelo in Guang’an City

摘要: 在乡村振兴战略背景下，农产品电商已成为推动农业产业升级、促进农民增收的重要路径。广安市龙安柚作为国家地理标志保护产品，其产业发展对地方经济具有重要意义。然而，在电商化发展进程中，龙安柚产业仍面临种植基础薄弱、产品深加工不足、品牌意识淡薄、销售渠道单一以及专业人才匮乏等现实困境。本文以广安市龙安柚为例，系统分析了其电商发展的现状与主要问题，并从完善基础设施与技术培训、推进产品深加工与产业链升级、强化品牌建设、拓宽电商销售渠道以及加强政策扶持等方面提出了针对性的优化策略，旨在为龙安柚及类似特色农产品的电商高质量发展提供参考。

Abstract: Against the backdrop of the rural revitalization strategy, agricultural product e-commerce has become an important pathway for promoting the upgrading of the agricultural industry and increasing farmers’ incomes. As a nationally geographical indication protected product, the Long’an pomelo in Guang’an City holds significant importance for the local economy through its industrial development. However, in the process of e-commerce development, the Long’an pomelo industry still faces practical dilemmas such as a weak planting foundation, insufficient product deep processing, weak brand awareness, a single sales channel, and a lack of professional talent. Taking Long’an pomelo in Guang’an City as a case study, this paper systematically analyzes the current status and major problems of its e-commerce development. It proposes targeted optimization strategies from the perspectives of improving infrastructure and technical training, advancing product deep processing and industrial chain upgrading, strengthening brand building, diversifying e-commerce sales channels, and enhancing policy support. The aim is to provide a reference for the high-quality development of e-commerce for Long’an pomelo and similar specialty agricultural products.