乡村振兴战略下内蒙古地区农牧产品新零售现状分析与对策研究

Research on Analysis and Suggestions of New Retail of Agricultural and Pasture Product in Inner Mongolia under the Strategy of Rural Revitalization

基于乡村振兴背景下,本文分析了内蒙古地区农牧产品新零售的现状与对策。研究发现,内蒙古特色产业初具规模,网络零售逐年增长;但农牧产品品牌建设不足,影响力较弱;农牧区基础建设落后,物流电商发展受限;农牧民自身发展动力不足,缺乏新零售人才等。通过新零售优势分析,本文结合农牧产品新零售案例为范式,提出解决上述困境的对策。研究认为,在乡村振兴战略下,政府应发挥主导作用;大力建设特色农牧品牌,借助平台推广销售农牧产品;完善线上线下综合服务,融合一二三产业多元发展;借助互联网直播等技术,突破农牧区时空地域限制。

Based on the background of rural revitalization,this study analyzes the current situation and countermeasures of new retail of agricultural and animal husbandry products in Inner Mongolia.The study finds that Inner Mongolia’s characteristic products have begun to take shape,and online retail has increased year by year,but the brand building of agricultural and animal husbandry products is insuffi cient and the infl uence is weak.The infrastructure construction in agricultural and pastoral areas is backward,and the development of logistics and e-commerce is limited;Farmers and herdsmen themselves have insuffi cient development motivation and lack of new retail talents.Through the analysis of the advantages of new retail,combined with the new retail case of agricultural and animal husbandry products as the paradigm,the countermeasures to solve the above dilemma are proposed.The study believes that under the rural revitalization strategy,the government should play a leading role;Vigorously build characteristic agricultural and animal husbandry brands,and promote and sell agricultural and animal husbandry products with the help of platforms;Improve online and offline comprehensive services and integrate the diversified development of primary,secondary and tertiary industries;With the help of Internet live broadcast and other technologies,it breaks through the temporal and spatial geographical restrictions of agricultural and pastoral areas.