乡村振兴战略下金乡大蒜电商发展的困境与突破路径研究
Research on the Dilemmas and Breakthrough Paths of the E-Commerce Development of Jinxiang Garlic under the Rural Revitalization Strategy

在乡村振兴战略的推动下，农产品电商成为促进农业发展和农民增收的关键力量。金乡县作为“中国大蒜之乡”，大蒜产业历史悠久、规模庞大，近年来其大蒜电商发展迅速，在销售规模、市场覆盖范围、电商主体数量等方面成绩显著，有力推动了当地经济发展和农民增收。然而，金乡大蒜电商发展过程中也面临诸多困境，如基础设施建设不完善，人才队伍建设不健全，品牌体系建设不充分等。为此，本文提出针对性突破路径，包括加强网络、物流等基础设施建设，完善冷链物流体系；构建多元化人才培养体系，出台人才政策吸引和留住人才；精准定位品牌，综合运用多种渠道推广品牌，加强品牌保护。以期推动金乡大蒜电商持续健康发展，助力乡村振兴战略深入实施。
Driven by the Rural Revitalization Strategy, agricultural product e-commerce has emerged as a crucial force in promoting agricultural development and increasing farmers’ incomes. Jinxiang County, known as the “Garlic Capital of China,” boasts a long-standing and large-scale garlic industry. In recent years, its garlic e-commerce has witnessed rapid development, achieving remarkable results in terms of sales scale, market coverage, and the number of e-commerce entities. This has effectively propelled local economic development and farmers’ income growth. However, the development of Jinxiang garlic e-commerce also faces numerous challenges. For example, the infrastructure construction is incomplete, the talent team building is inadequate, and the brand system construction is insufficient. Therefore, this paper proposes targeted breakthrough paths. These include strengthening the construction of infrastructure such as networks and logistics, improving the cold-chain logistics system, establishing a diversified talent cultivation system, formulating talent policies to attract and retain talents, precisely positioning the brand, comprehensively using multiple channels to promote the brand, and strengthening brand protection. The aim is to promote the sustainable and healthy development of Jinxiang garlic e-commerce and contribute to the in-depth implementation of the Rural Revitalization Strategy.