Analysis of the Impact Path of E-Commerce on the Transformation and Upgrading of Characteristic Agriculture

乡村振兴与数字经济相融合的发展趋势下，特色农业利用电子商务进行转型是推进农业现代化的关键手段。本文运用公共管理理论作为分析框架，对通山大畈枇杷产业进行详尽探讨，探析该产业当前的形势以及转型中遇到的难题。研究显示，尽管大畈枇杷享有地理位置优越、栽培历史悠久且果品优良的优势，但是传统的产业链条当中存在组织化水平不高、销售途径狭窄、产品价值偏低的现象。文章从政策指导、基建工作、人员培训、品牌建设和质量管理几个方面给出改革方向，使政策措施、物资投入和服务供给达到整体优化的效果，从而给中国特色农业的现代化进程带来理论上的启示及实际操作上的参照。In the development trend of integrating rural revitalization with the digital economy, the transformation of characteristic agriculture through e-commerce is a key approach to promoting agricultural modernization. This paper uses public management theory as an analytical framework to conduct a detailed discussion on the Tongshan Dafan loquat industry, exploring its current situation and the challenges encountered during its transformation. The research shows that although Dafan loquat enjoys advantages such as a superior geographical location, a long cultivation history, and high-quality fruit, there are problems in the traditional industrial chain, including low organizational level, narrow sales channels, and low product value. The article provides reform directions from several aspects, including policy guidance, infrastructure construction, personnel training, brand building, and quality management, aiming to achieve an overall optimization of policy measures, material input, and service supply, thereby providing theoretical inspiration and practical reference for the modernization process of characteristic agriculture in China.