乡村振兴背景下的农产品电商研究——以苍溪县猕猴桃为例  

Research on Agricultural Products E-commerce under the Background of Rural Revitalization—A Case Study of Kiwifruit in Cangxi County

作　　者：陈梓楠 罗栖凤 CHEN Zinan;LUO Qifeng(School of Economics and Management,Chengdu Technological University,Chengdu 611730,China)

机构地区：[1]成都工业学院经济与管理学院,成都611730

出　　处：《成都工业学院学报》2024年第5期88-95,共8页Journal of Chengdu Technological University

基　　金：四川省教育厅四川民族山地经济发展研究中心项目(SDJJ202309)。

摘　　要：随着乡村振兴战略的深入实施,农产品电商对农村经济发展有着增强城乡结合紧密度、推动农产品品牌建设和带动相关产业发展等重要意义。乡村振兴背景下,苍溪县猕猴桃产业作为特色产业,借助电商快速发展,但面临标准化建设滞后、品牌建设不足、电商平台不完善、产业链融合不够、人才短缺等问题。基于此提出了一系列措施,包括完善电商平台功能、推动产业链上下游的深度融合、加强电子商务人才培养等,以推动猕猴桃农产品电商的高质量发展。With the in-depth implementation of the rural revitalization strategy,agricultural products e-commerce holds significant importance for rural economic development,such as strengthening the closeness of urban and rural areas integration,promoting the brand construction of agricultural products,and driving the development of related industries.In the context of rural revitalization,the kiwifruit industry in Cangxi County,as a featured industry,has experienced rapid growth through e-commerce.However,it faces challenges such as lagging standardization construction,inadequate brand construction,imperfect e-commerce platforms,insufficient integration within the industrial chain,and shortage of talents.Based on these issues,a series of measures were proposed,including improving the functionality of e-commerce platforms,promoting deeper integration among upstream and downstream segments of the industrial chain,and strengthening the cultivation of e-commerce talents,so as to facilitate the high-quality development of kiwifruit agricultural product e-commerce.

关 键 词：乡村振兴 农产品电商 苍溪县 猕猴桃 

分 类 号：F327[经济管理—产业经济] F724.6