地理标志农产品电商行业发展研究——以天水花牛苹果为例  

Research on the Development of the E-Commerce Industry for Geographical Indication Agricultural Products—A Case Study of Tianshui Huaniu Apples

作　　者：李康妍 李佳林 

机构地区：[1]甘肃农业大学财经学院,甘肃 兰州

出　　处：《电子商务评论》2025年第1期484-493,共10页E-Commerce Letters

基　　金：本文研究得到省(部)级基金面上项目“乡村振兴背景下天水花牛苹果商业模式构建、创新路径与政策选择”(编号:2023CYZC-52)的支持,马丁丑。

摘　　要：本研究聚焦于天水花牛苹果这一特色农产品,深度运用SWOT分析法,全面剖析其在电子商务领域的发展现状和未来趋势。我们仔细考察了花牛苹果在电商拓展中的内在优势,如品质卓越、品牌认知度高;同时也揭示了其面临的劣势,例如供应链整合能力不足、市场推广策略单一。进一步地,我们分析了外部环境为花牛苹果电商发展带来的诸多机遇,如国家政策扶持、消费升级趋势;以及潜在的威胁,包括市场竞争加剧、物流成本上升等。基于这些深入分析,本研究针对性地提出了一系列发展策略,旨在为天水花牛苹果的电商产业可持续发展奠定坚实的理论基础,并提供具有可操作性的实践指导。此外,本研究成果亦可为其他地理标志农产品的电商发展路径提供有益的参考和启示。This study focuses on the distinctive agricultural product of Tianshui Huaniu Apples, employing an in-depth SWOT analysis to comprehensively dissect its current development status and future trends in the e-commerce sector. We meticulously examine the inherent strengths of Huaniu Apples in their e-commerce expansion, such as their superior quality and high brand recognition. Simultaneously, we reveal the disadvantages they face, including inadequate supply chain integration and monolithic marketing strategies. Furthermore, we analyze the numerous opportunities presented by the external environment for the e-commerce development of Huaniu Apples, such as national policy support and the trend of consumption upgrading, as well as potential threats, including intensifying market competition and rising logistics costs. Based on these thorough analyses, this study proposes a series of targeted development strategies, aiming to lay a solid theoretical foundation for the sustainable development of the e-commerce industry of Tianshui Huaniu Apples and provide actionable practical guidance. Additionally, the findings of this study can offer valuable reference

关 键 词：地理标志 农特产品 电子商务 SWOT分析 

分 类 号：F42[经济管理—产业经济]