乡村振兴视域下农产品营销渠道路径研究——基于渠道整合与数字化的双重视角
Research on the Marketing Channel Path of Agricultural Products from the Perspective of Rural Revitalization—Based on the Dual Perspectives of Channel Integration and Digitization

在乡村振兴战略背景下，农产品营销渠道的优化升级成为推动农村经济高质量发展的关键环节。本研究基于渠道整合与数字化的双重视角，系统探究乡村振兴与农产品营销渠道耦合逻辑，分析乡村振兴视域下农产品营销渠道面临渠道结构失衡、数字化程度不高、人才短缺、供应链管理困难、基础设施短板困境，并进一步提出农产品营销渠道在乡村振兴背景下的创新发展路径，以期有针对性地解决现有问题。
In the context of the rural revitalization strategy, the optimization and upgrading of agricultural product marketing channels has become a key link to promote the high-quality development of the rural economy. Based on the dual perspectives of channel integration and digitalization, this study systematically explores the coupling logic of rural revitalization and agricultural product marketing channels, analyzes the dilemma of unbalanced channel structure, low degree of digitalization, talent shortage, supply chain management difficulties and infrastructure shortcomings faced by agricultural product marketing channels from the perspective of rural revitalization, and further proposes the innovative development path of agricultural product marketing channels in the context of rural revitalization, in order to solve the existing problems in a targeted manner.