新消费模式下有机农产品市场的发展机遇与挑战研究  

A Study on the Development Opportunities and Challenges of the Organic Agricultural Products Market under New Consumption Models

作　　者：王婷婷[1] Wang Tingting(Zhejiang Agriculture and Forestry University,Hangzhou,Zhejiang 311300)

机构地区：[1]浙江农林大学,浙江杭州311300

出　　处：《中国商论》2025年第7期81-84,共4页China Journal of Commerce

摘　　要：在社会持续发展进程中,居民消费模式发生了深刻且多元化的转变,为有机农产品行业带来前所未有的机遇与挑战。首先,本文分析了有机农产品市场呈现出的强劲增长趋势和多元化特征,并指出该行业在政策支持、消费升级带动需求增长及新媒体技术广泛普及等方面所面临的发展机遇。其次,深入探讨了有机农产品市场存在的诸如成本较高、消费者认知有限及监管难度较大等挑战。基于此,本文提出以下针对性建议:(1)加强供应链建设,拓宽有机农产品销售渠道;(2)健全认证体系,提高市场竞争力;(3)增加品牌附加值,提高消费者认知,以期为有机农产品市场在新消费模式下的可持续发展提供策略参考。In the process of continuous societal development,residents'consumption patterns have undergone profound and diversified changes,bringing unprecedented opportunities and challenges to the organic food industry.Firstly,this article analyzes the strong growth trend and diversification characteristics of the organic food market,and points out the development opportunities faced by the industry in terms of policy support,demand growth driven by consumption upgrading,and the widespread adoption of new media technologies.Secondly,it delves into the challenges faced by the organic food market,such as high costs,limited consumer awareness,and regulatory difficulties.Based on this,the article proposes the following targeted recommendations:(1)Strengthen supply chain development and expand sales channels for organic products;(2)Improve certification systems to enhance market competitiveness;(3)Increase brand added value to raise consumer awareness,in order to provide strategic references for the sustainable development of the organic food market under the new consumption model.

关 键 词：有机农产品 新消费模式 市场机遇 产业升级 科技赋能 供应链建设 

分 类 号：F323[经济管理—产业经济] F304.3