Research on the Path of Cross-Border E-Commerce of Guizhou Agricultural Specialty Products in the Context of Rural Revitalization

当前，乡村振兴正进入同巩固拓展脱贫攻坚成果有效衔接5年过渡期的最后阶段。贵州省依托“跨境电商 + 特色农业”模式成功开拓东南亚及南太平洋市场，成为农特产品营销可资借鉴的典例。当前学界对贵州农特产品电商发展的研究较为充分，但其通过电商平台对接国际市场的机理与路径仍需深入探析。本文基于区域增长极理论，整合贵州优质农特产品与跨境电商产业的创新优势，探索“贵农”品牌国际化路径，以扩大其在海外市场的规模经济效益，从而为西部欠发达地区突破“农业产业化水平低”与“国际竞争力弱”的双重困境提供可复制的实践方案，助力乡村振兴的高质量发展。At present, rural revitalization is entering the final period of a five-year transition, which is effectively associated with consolidating and developing the achievements in poverty alleviation. Guizhou province has successfully opened the Southeast Asian and South Pacific markets by implementing the “cross-border e-commerce and featured agriculture” model, which makes it be a reproducible example for agricultural product marketing. While existing research on the e-commerce development of Guizhou’s featured agricultural products is relatively comprehensive, the mechanisms and pathways for their integration into international markets via e-commerce platforms remain underexplored. Therefore, this study on the basis of the regional growth pole theory, leverages the innovative advantages of Guizhou’s featured agricultural product and cross-border e-commerce industries to explore the internationalization path of the “Agricultural Product of Guizhou” brand. Moreover, it not only can expand its economies of scale in overseas markets, but also can provide a replicable solution for underdeveloped western regions to overcome the dual challenges of “low agricultural industrialization” and “weak international competitiveness,” thereby supporting the high-quality development of rural revitalization.