乡村振兴视角下电商助力农产品营销的困境与对策——以贵州省为例

The Dilemmas and Countermeasures of E-Commerce to Help Agricultural Products Marketing from the Perspective of Rural Revitalization—Taking Guizhou Province as an Example

农村电商,是指基于互联网来完成对于农村商品进行的各种商务活动的总称,对于乡村振兴战略的实施具有重要意义。贵州省农村地区农产品营销存在基础设施建设不完善、农产品规模化和产业化不足、农产品品牌建设不足和缺乏专业的电商人才等问题,制约了农业经济的发展和农村电商的引进。基于此,本文从完善农村电商基础设施、构建规模化农产品产业体系、打造农产品品牌并增加宣传力度、引进契合农村电商发展的专业人才几个方面提出了改进建议,以期发挥农村电商对农产品营销的推动作用。

Rural e-commerce refers to the general term of various business activities for rural commodities based on the Internet, which is of great significance for the implementation of the rural revitalization. There are several dilemmas in the marketing of agricultural products in rural areas of Guizhou Province, such as imperfect infrastructure, insufficient scale and industrialization of agricultural products, insufficient brand construction, and lack of e-commerce professionals, which restrict the development of agricultural economy and the introduction of rural e-commerce. Based on the existing problems, some improvement countermeasures are put forward in this paper, including improving rural e-commerce infrastructure, building large-scale agricultural products industrial system, strengthening the brand publicity, and introducing professional talents suitable for the development of rural e-commerce, so as to play the role of rural e-commerce in promoting the marketing of agricultural products.