Analysis of the Path for Upgrading the Entire Industrial Chain of Regional Characteristic Agricultural Products Empowered by E-Commerce—A Case Study of Zigui County, Hubei Province

本文以湖北省秭归县脐橙产业为研究对象，探讨电子商务赋能地区特色农产品全产业链升级的路径与成效，旨在揭示电子商务在现代农业转型升级中的关键作用，以及如何推动地区特色农产品产业的可持续发展与乡村振兴。在阐述电子商务在农业领域应用的相关理论基础上，结合电子商务背景下农产品全产业链的发展模式结构，从秭归县脐橙产业现状出发，深入分析电子商务重构秭归县脐橙生产、加工、销售和物流环节并形成全链协同体系的路径。本文认为，秭归脐橙产业通过电子商务驱动的全产业链升级，实现了经济、生态与社会效益的协同发展，为农业现代化与乡村振兴提供了可借鉴的实践路径。This article takes the navel orange industry in Zigui County, Hubei Province as the research object, explores the path and effectiveness of e-commerce in empowering the upgrading of the entire industry chain of regional characteristic agricultural products, aiming to reveal the key role of e-commerce in the transformation and upgrading of modern agriculture, and how to promote the sustainable development of regional characteristic agricultural products and rural revitalization. Based on the theoretical foundation of the application of e-commerce in the agricultural field, combined with the development mode structure of the entire agricultural product industry chain under the background of e-commerce, starting from the current situation of the navel orange industry in Zigui County, this paper deeply analyzes the path of e-commerce to reconstruct the production, processing, sales, and logistics links of navel oranges in Zigui County and form a full chain collaborative system. This article argues that the Zigui navel orange industry has achieved coordinated development of economic, ecological, and social benefits through the upgrading of the entire industry chain driven by e-commerce, providing a practical path for agricultural modernization and rural revitalization.