乡村振兴背景下特色农产品电商化路径研究——以贵州麻江县蓝莓产业为例
Research on the E-Commerce Path of Special Agricultural Products under the Background of Rural Revitalization—A Case Study of the Blueberry Industry in Majiang County, Guizhou Province

在乡村振兴战略的推动下，特色农产品的电商化发展成为促进农村经济发展的重要途径。贵州麻江县蓝莓产业作为当地特色农业的代表，具有显著的地域优势和产业基础。本文通过对麻江县蓝莓产业的深入调研，分析其电商化发展现状，揭示存在的问题，并提出相应的解决路径。研究发现，麻江县蓝莓产业在电商平台应用、冷链物流、品牌建设等方面取得了进展，但仍面临基础设施不足、电商人才匮乏、品牌推广不足等挑战。针对这些问题，本文提出完善基础设施建设、加强电商人才培养、强化品牌建设与推广等策略，以推动麻江县蓝莓产业电商化的可持续发展，为乡村振兴提供有力支撑。
Under the impetus of the rural revitalization strategy, the e-commerce development of characteristic agricultural products has become an important way to promote rural economic development. The blueberry industry in Majiang County, Guizhou Province, as a representative of local characteristic agriculture, has significant regional advantages and industrial foundations. Through in-depth research on the blueberry industry in Majiang County, this paper analyzes its current e-commerce development status, reveals existing problems, and proposes corresponding solutions. The research finds that the blueberry industry in Majiang County has made progress in the application of e-commerce platforms, cold chain logistics, and brand building, but still faces challenges such as insufficient infrastructure, a shortage of e-commerce talents, and insufficient brand promotion. In response to these problems, this paper proposes strategies such as improving infrastructure construction, strengthening the cultivation of e-commerce talents, and enhancing brand building and promotion to promote the sustainable e-commerce development of the blueberry industry in Majiang County and provide strong support for rural revitalization.