农产品电商策略研究——以镇宁蜂糖李为例
A Study of Agricultural Product E-Commerce Strategy—A Case Study of Zhenning Honey Plum

电子商务是现代社会发展的必然趋势，也是农产品获得新的利润增长点的有效商业模式。“镇宁蜂糖李”作为一个新兴的农产品品牌，如何利用电子商务做强品牌，如何更好地适应互联网时代，是“镇宁蜂糖李”发展的重要问题，对于这一问题的研究具有理论意义和实践意义。本文采用案例研究法，对“镇宁蜂糖李”的电子商务策略进行了分析研究。利用4P营销理论对“镇宁蜂糖李”的电子商务发展现状进行了分析，发现“镇宁蜂糖李”存在电商配套基础设施有待提升、电商渠道“小而散”，集约化程度低、电商人才短缺、电商渠道下产品质量参差不齐、缺乏互联网品牌意识等问题。针对发现的问题，分别提出了对策和建议。本文结合“镇宁蜂糖李”的实际发展状况，对品牌的电商发展提出了优化策略，为“镇宁蜂糖李”品牌电商化提供了科学思路。本研究不仅扩展了“互联网+”时代下镇宁蜂糖李的电商策略研究，也为农产品电商发展问题提出了更可靠的路径选择。
Electronic commerce is an inevitable trend in modern society and an effective business model for agricultural products to gain new profit growth points. As an emerging agricultural product brand, the effective utilization of electronic commerce and adaptation to the internet era are crucial issues for the development of “Zhenning Honey Plum”. Research on this matter holds both theoretical and practical significance. This study employs a case study method to analyze and investigate the electronic commerce strategies of “Zhenning Honey Plum”. Using the 4P marketing theory, the current state of electronic commerce development for “Zhenning Honey Plum” is analyzed. It is found that “Zhenning Honey Plum” faces challenges such as inadequate infrastructure for e-commerce support, fragmented e-commerce channels with low intensification, shortage of e-commerce talents, inconsistent product quality in e-commerce channels, and a lack of internet brand awareness. Countermeasures and suggestions are proposed for each identified issue. By integrating the actual development status of “Zhenning Honey Plum”, this paper proposes optimization strategies for brand e-commerce development, providing a scientific approach for the e-commerce transformation of “Zhenning Honey Plum”. This research not only expands the study of e-commerce strategies for “Zhenning Honey Plum” in the era of “Internet plus” but also offers a more reliable path selection for the development of agricultural product e-commerce.