电商视域下农产品上行的路径研究
Research on the Upstream Path of Agricultural Products from the Perspective of E-Commerce

随着互联网的飞速发展，电子商务已渗透到社会经济的各个领域，特别是在农村地区，电商为农产品的销售提供了新的路径。农产品上行作为农村电商的重要组成部分，旨在将优质农产品从农村输送到城市及全球市场。然而，农产品上行面临诸多挑战，如物流成本高、品牌建设难、农产品标准化不足等。本文基于电商视域，探讨了农产品上行的困境，并提出了相应的解决路径。通过政府支持、企业参与、农户自身努力等多方面的共同努力，可以有效推动农产品上行，助力乡村振兴。
With the rapid development of the Internet, e-commerce has penetrated various fields of the social economy, especially in rural areas, where e-commerce provides new pathways for the sale of agricultural products. As an important component of rural e-commerce, the upstream of agricultural products aims to transport high-quality agricultural products from rural areas to urban and global markets. However, the upstream of agricultural products faces many challenges, such as high logistics costs, difficult brand building, and insufficient standardization of agricultural products. Based on the perspective of e-commerce, this article explores the dilemmas of the upstream of agricultural products and proposes corresponding solutions. Through the joint efforts of government support, corporate participation, and farmers’ own efforts, the upstream of agricultural products can be effectively promoted to help rural revitalization.