乡村振兴背景下电商助农与云南咖啡产业升级研究

Study on E-Commerce Aiding Agriculture and the Upgrading of Yunnan Coffee Industry under the Background of Rural Revitalization

摘要: 近年来，随着国内消费市场对咖啡需求的日益旺盛，我国咖啡产业呈现高速增长态势，咖啡产业正逐步成为极具发展潜质的特色产业。目前，咖啡作为云南特色农业和农村经济支柱产业，具有广阔的市场前景。电商助农作为数字经济赋能乡村产业发展的重要抓手，为云南咖啡拓宽销路、提升品牌价值提供了新的发展契机。因此，本研究通过围绕乡村振兴背景下电商助农与云南咖啡产业升级的内在关联展开，系统梳理云南咖啡产业现状、存在的问题，并最终针对性地提出电商赋能路径和对策，以期提升云南咖啡豆的知名度，助力咖农实现增产增收，促进当地经济发展，从根本上巩固脱贫攻坚成果，以“黑金”赋能乡村振兴。

Abstract: In recent years, driven by the booming domestic demand for coffee, China’s coffee industry has maintained a rapid growth momentum and is gradually emerging as a high-potential characteristic industry. At present, as a characteristic agricultural product and pillar industry of the rural economy in Yunnan, coffee boasts broad market prospects. As a key instrument of the digital economy to empower rural industrial development, e-commerce-based agricultural assistance has created new opportunities for Yunnan coffee to expand sales channels and enhance brand value. Therefore, this study centers on the intrinsic relationship between e-commerce-enabled agricultural assistance and the upgrading of Yunnan’s coffee industry in the context of rural revitalization. It systematically sorts out the current status and existing problems of Yunnan’s coffee industry, and finally puts forward targeted paths and countermeasures for e-commerce empowerment. The study aims to raise the visibility of Yunnan coffee beans, help coffee farmers increase production and income, promote local economic development, fundamentally consolidate the achievements of poverty alleviation, and empower rural revitalization with the “black gold” of coffee.