Research on the Development Status and Optimization Strategies of Tianshui Agricultural Products E-Commerce under the Rural Revitalization Strategy

本研究聚焦乡村振兴背景下天水农产品电子商务领域，旨在剖析其发展现状并探寻优化策略。通过对天水农产品电商的地理优势、面临挑战及现存问题，如物流体系、宣传推广、电商专业人才和市场拓展等方面进行系统分析。研究发现，天水虽具备丰富农产品资源与一定交通优势，但发展仍受诸多因素制约。研究表明，通过完善物流配套体系、强化品牌推广、加大人才培养力度以及创新营销模式与市场拓展策略，可推动天水农产品电商发展，为乡村振兴注入新动力，对类似地区农产品电商发展具有借鉴意义。This study focuses on the e-commerce sector of agricultural products in Tianshui under the context of rural revitalization, aiming to analyze its developmental status and explore optimization strategies. Through literature study and field investigation, it systematically examines Tianshui’s geographical advantages in agricultural e-commerce, existing challenges and current issues across multiple dimensions including logistics systems, payment infrastructure, marketing promotion, professional talent pool and market expansion. The research reveals that although Tianshui possesses abundant agricultural resources and certain transportation advantages, its development remains constrained by multiple factors. The findings demonstrate that implementing strategies such as improving e-commerce infrastructure, enhancing brand promotion, establishing efficient logistics distribution systems, intensifying talent cultivation efforts, and strengthening policy support could effectively propel the growth of Tianshui’s agricultural e-commerce. These measures would inject new momentum into rural revitalization while offering valuable insights into the development of agricultural e-commerce in similar regions.