乡村振兴背景下安康富硒产品电商运营的多维效应与优化路径

Multi-Dimensional Effects and Optimization Paths of E-Commerce Operation of Ankang Selenium-Enriched Products under the Background of Rural Revitalization

摘要: 该文以安康富硒产品电商运营为研究对象，采用实地调研、数据统计与政策文本分析相结合的方法，以价值链理论、区域创新系统理论为分析框架，系统探讨电商运营对安康富硒产业发展的多维效应，剖析当前运营实践中的现实困境。研究发现，电商运营通过拓宽销售渠道、重构产销链路，实现了富硒产业经济产值的持续增长，同时在促进农民就业增收、推动农村数字素养提升、助力“中国硒谷”区域公共品牌建设、激励农业绿色生产等方面发挥了显著的社会、品牌与生态效应；但现阶段安康富硒产品电商运营仍面临质量标准不健全、物流成本偏高、专业人才匮乏、同质化竞争等突出问题。该文基于研究结论提出针对性优化路径，为安康富硒产业高质量发展提供实践参考，也为乡村振兴背景下同类特色农产品电商化发展提供经验借鉴。

Abstract: Taking the e-commerce operation of Ankang selenium-enriched products as the research object, this paper adopts a combination of field research, statistical data analysis and policy text analysis to systematically explore the multi-dimensional effects of e-commerce operation on the development of Ankang’s selenium-enriched industry and analyze the practical dilemmas in the current operation practice. The study finds that e-commerce operation has achieved sustained growth in the economic output value of the selenium-enriched industry by expanding sales channels and reconstructing the production and marketing chain, and at the same time has played a significant social, brand and ecological role in promoting farmers’ employment and income increase, improving rural digital literacy, boosting the construction of the “China’s Selenium Valley” regional public brand, and encouraging green agricultural production. However, at this stage, the e-commerce operation of Ankang’s selenium-enriched products is still faced with prominent problems such as imperfect quality standards, relatively high logistics costs, shortage of professional talents and homogeneous competition. Based on the research conclusions, this paper puts forward targeted optimization paths, which provide practical references for the high-quality development of Ankang’s selenium-enriched industry and experience for the e-commerce development of similar characteristic agricultural products under the background of Rural Revitalization.