数字经济背景下鱼台县“小龙虾 + 电商”模式发展路径创新研究

A Study on the Innovation of Development Paths of the “Crayfish + E-Commerce” Model in Yutai County under the Background of Digital Economy

摘要: 在互联网技术全面普及与数字经济深度渗透的时代背景下，乡村产业振兴获得了新的发展动能，电子商务已成为推动特色农业转型升级、赋能乡村产业振兴的核心路径。本文以小龙虾主产区鱼台县为研究样本，系统梳理该县“小龙虾 + 电商”融合发展的产业基础、实践成效及发展过程中面临的机遇与挑战，深入剖析当前二者融合发展过程中存在的核心困境，具体包括冷链物流损耗偏高、产品供给呈现季节性失衡、产业标准体系不完善、电商专业人才供给短缺以及地理标志品牌数字化价值释放不足等方面。基于上述分析，从数字化冷链体系构建、产业供给结构优化、节庆IP赋能与营销模式创新、人才培育机制健全、品牌数字化运营强化五个维度，构建鱼台小龙虾产业电商赋能的优化策略与实施路径。研究表明，上述优化举措可有效破解“小龙虾 + 电商”融合发展的核心痛点，推动鱼台小龙虾产业实现数字化、标准化、品牌化转型，促进产业生态效益、经济效益与社会效益的协同共赢，同时为北方湖区县域特色农业数字化转型、助力乡村产业振兴提供可复制、可推广的实践范式与理论参考。

Abstract: Against the background of the comprehensive popularization of Internet technology and the in-depth penetration of the digital economy, rural industrial revitalization has gained new development momentum, and e-commerce has become the core path to promote the transformation and upgrading of characteristic agriculture and empower rural industrial revitalization. Taking Yutai County, a major crayfish producing area, as the research sample, this paper systematically sorts out the industrial foundation, practical effects, as well as the opportunities and challenges faced in the integrated development of the “Crayfish + E-commerce” model in the county, and conducts an in-depth analysis of the core dilemmas existing in the current integrated development of the two, including high loss in cold chain logistics, seasonal imbalance in product supply, imperfect industrial standard system, shortage of professional e-commerce talents, and insufficient release of the digital value of geographical indication brands. Based on the above analysis, this paper constructs the optimization strategies and implementation paths for e-commerce empowerment of Yutai’s crayfish industry from five dimensions: the construction of a digital cold chain system, the optimization of industrial supply structure, the empowerment of festival IP and the innovation of marketing models, the improvement of talent training mechanisms, and the strengthening of digital brand operation. The research shows that the above optimization measures can effectively solve the core pain points in the integrated development of “Crayfish + E-commerce”, promote the transformation of Yutai’s crayfish industry towards digitalization, standardization and branding, realize the coordinated win-win of ecological, economic and social benefits, and provide a replicable and promotable practical paradigm and theoretical reference for the digital transformation of characteristic agriculture in county areas around northern lakes and for supporting rural industrial revitalization.