乡村振兴背景下农产品电商可持续发展困境及优化路径

The Dilemma and Optimization Path of Sustainable Development of Agricultural Product E-Commerce Under the Background of Rural Revitalization

随着乡村振兴战略的大力推进和“数商兴农”工程的大力实施,农产品销售由传统模式转向电商模式。农产品电商在拓宽农产品销售渠道、推进农业产业转型升级方面发挥着重要作用,是农产品跨区域流通的重要渠道。但是这一营销模式也面临着一些亟待解决的问题,如物流体系建设不完善、农产品质量良莠不齐、品牌形象塑造欠缺、专业人才资源匮乏、监管工作力度不足等挑战。基于此,文章从加强农村物流体系建设、提升农产品标准化水平、培育农产品品牌形象、加快电商人才引进、加强诚信建设完善监管体系等方面提出相应优化路径,以促进农产品电商可持续发展,更好地助力乡村振兴。

With the vigorous promotion of the rural revitalization strategy and the vigorous implementation of the"Digital Commerce Revitalizing Agriculture"project,agricultural product sales have shifted from traditional models to e-commerce models.Agricultural product e-commerce plays an important role in expanding agricultural product sales channels and promoting the transformation and upgrading of the agricultural industry,and is an important channel for cross regional circulation of agricultural products.However,this marketing model also faces some urgent problems to be solved,such as incomplete logistics system construction,uneven quality of agricultural products,lack of brand image shaping,lack of professional talent resources,and insufficient supervision efforts.Based on this,this paper proposes corresponding optimization paths from strengthening the construction of rural logistics system,improving the standardization level of agricultural products,cultivating the brand image of agricultural products,accelerating the introduction of e-commerce talents,strengthening integrity construction,and improving the regulatory system,in order to promote the sustainable development of agricultural e-commerce and better assist in rural revitalization.