Research on the Business Strategy of Characteristic Agricultural Products in Liaocheng City under the Background of Cross-Border E-Commerce

受黄河农耕文明和运河商业文明影响，聊城自古就有重农贵商的传统，并遗惠至今。聊城是国家现代农业示范区，瓜果菜菌产量领跑山东省，被中国蔬菜流通协会誉为“中国蔬菜第一市”。在此背景下，聊城孕育了一众特色农产品，但销售方式更多的是依托于传统模式，并未真正走出聊城。本文将致力于研究在此政策向好的大环境中，如何利用聊城市农产品出口的优势来解决农产品出口的问题，为聊城市特色农产品经营提供可行性的对策建议，促进聊城特色农产品走出聊城、走出国门。Influenced by the agrarian civilization of the Yellow River and the commercial civilization of the Grand Canal, Liaocheng has long had a tradition of valuing agriculture and commerce, which continues to this day. As a national modern agricultural demonstration zone, Liaocheng leads Shandong Province in the production of melons, fruits, vegetables, and mushrooms, earning it the title of “China’s Top Vegetable City” from the China Vegetable Circulation Association. Against this backdrop, Liaocheng has nurtured a variety of specialty agricultural products, but their sales largely rely on traditional methods and have not truly ventured beyond the city. This article aims to explore how, in this favorable policy environment, Liaocheng can leverage its advantages in agricultural product exports to address the challenges of exporting these products. It seeks to provide feasible strategies and recommendations for the development of Liaocheng’s specialty agricultural products, promoting their export beyond the city and even to international markets.