乡村振兴背景下遵义辣椒电商发展策略研究
Research on Zunyi Pepper E-Commerce Development Strategy in the Context of Rural Revitalization

在乡村振兴战略与数字经济深度融合的背景下，农村电商成为推动农业现代化、促进农民增收的关键路径。本文通过文献分析对遵义辣椒产业的电商发展现状及所遇挑战进行系统剖析。研究结果表明：遵义辣椒产业虽具备200万亩的种植规模以及200亿元的综合产值，但该产业在发展过程中仍面临基础设施建设存在短板、品牌建设进程相对滞后、专业人才资源匮乏、质量监管体系存在缺失，以及政策支持力度不够等问题，导致“有品类无品牌、有规模无溢价”的困境。基于此，本文提出夯实冷链物流与数字化基建、强化品牌聚合与价值升级等策略，为遵义辣椒电商的持续发展提供一定的借鉴与参考。
In the context of the deep integration of rural revitalization strategy and digital economy, rural e-commerce has become a key path to promote agricultural modernization and farmers’ income. This paper analyzes the current situation of e-commerce development and challenges encountered in Zunyi pepper industry through literature analysis. The results of the study show that: although Zunyi chili pepper industry has a planting scale of 2 million mu and a comprehensive output value of 20 billion yuan, it still faces challenges such as underdeveloped infrastructure, lagging brand building, a shortage of professional talent resources, an inadequate quality supervision system, and insufficient policy support, resulting in “there are categories without brand, Scale without premium” predicament. Based on this, this paper proposes to strengthen the cold chain logistics and digital infrastructure, strengthen the brand aggregation and value upgrading and other strategies to provide some reference for the sustainable development of Zunyi chili pepper e-commerce.