Research on the Path of E-Commerce Empowering Rural Revitalization: An Empirical Analysis Based on the Development of Walnut Industry in Cao Fan County, Jinan City, Shandong Province
In the context of the Rural Revitalization Strategy, rural e-commerce has become an important engine for activating the rural economy and thus directly affects farmers’ income and industrial competitiveness. The “Caofan Walnut” from Zhangqiu, Shandong, as a representative of characteristic agricultural products in North China, has an annual output of over 5 million pounds. However, its online sales account for less than 10%, which is far below the national average level of rural e-commerce income growth (15%), revealing the key challenges in the digital transformation of traditional agriculture. This study conducted questionnaires among 120 walnut growers, 15 cooperatives, and 8 e-commerce enterprises in the Caofan walnut industry, using multiple regression analysis and case-comparison methods to identify and address the bottlenecks in the development of e-commerce. The study identified four major challenges in the development of Caofan walnut e-commerce: a logistics loss rate of 25% due to weak infrastructure, a brand-value premium rate of less than 10% due to a lack of brand value, insufficient operational capacity with only 20% local teams, and inadequate quality control with a quality fluctuation rate of 35%.To address these problems, this paper proposes a three-pronged solution: In the short term, it is necessary to optimize the cold-chain logistics network and build regional distribution centers. In the medium term, it is necessary to rely on short-video platforms to conduct “walnut culture” themed live broadcasts and create a regional public brand for “Zhangqiu Walnut.” In the long term, it is necessary to build a full-industry-chain quality system and cultivate local teams through e-commerce talent incubation bases. Pilot data indicate that this model can increase quarterly sales volume by 65%, providing theoretical and practical references for similar regions. This study offers a systematic solution for Caofan walnuts to enhance market competitiveness and increase farmers’ income and also provides practical references for other regions to develop characteristic agricultural product e-commerce and promote rural revitalization.
Cite this paper
Fu, H. (2025). Research on the Path of E-Commerce Empowering Rural Revitalization: An Empirical Analysis Based on the Development of Walnut Industry in Cao Fan County, Jinan City, Shandong Province. Open Access Library Journal, 12, e3445. doi: http://dx.doi.org/10.4236/oalib.1113445.
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