Research on the Practical Challenges and Breakthrough Pathways of Rural E-Commerce Development in Gansu Province

在乡村振兴战略与数字经济深度融合的背景下，甘肃省依托“牛羊菜果薯药”六大特色产业体系，以农村电商为纽带加速农业现代化进程。通过构建“甘味”区域公用品牌矩阵，推动地理标志产品突破地域限制，形成线上线下联动的产销新格局。面对数字时代机遇，甘肃以政策创新牵引要素整合，通过基础设施提质、产业链条延伸、人才梯队培育等系统性工程，探索出一条协同生态保护与产业振兴的农村电商发展路径，初步实现“工业品下乡–农产品进城”的双向流通闭环。这一实践为西部欠发达地区激活资源禀赋、弥合城乡发展差距提供了重要范例，对推动农业高质高效与农民共同富裕具有重要参考价值。Against the backdrop of the deep integration of the rural revitalization strategy and the digital economy, Gansu Province relies on the six major characteristic industrial systems of “cattle, sheep, vegetables, fruits, potatoes, and medicinal herbs”, and uses rural e-commerce as a link to accelerate the process of agricultural modernization. By constructing the “Ganwei” regional public brand matrix, it promotes geographical indication products to break through geographical restrictions and forms a new pattern of online-offline integrated production and marketing. Facing the opportunities of the digital era, Gansu has promoted factor integration through policy innovation. Through systematic projects such as infrastructure improvement, industrial chain extension, and talent echelon cultivation, it has explored a rural e-commerce development path that coordinates ecological protection and industrial revitalization, and initially realized the closed-loop of two-way circulation of “industrial products going to the countryside and agricultural products entering the city”. This practice provides an important example for underdeveloped areas in the west to activate resource endowments and bridge the urban-rural development gap, and has important reference value for promoting high-quality and efficient agriculture and the common prosperity of farmers.