E-Commerce Empowering the Development of Guizhou Rosehip Industry—An Analysis Based on Consumer Reviews Crawled from E-Commerce Platforms

在全球经济与环境保护矛盾加剧的背景下，绿色生态农业成为热点议题，兼具经济与生态效益的特色果树开发受到广泛关注。电子商务的迅猛发展为特色农业带来了前所未有的机遇。贵州省刺梨产业是贵州乡村振兴的重要特色产业。然而，刺梨产业在市场推广和品牌建设方面仍面临诸多挑战。本文以贵州刺梨产业为例，分析其在乡村振兴中的机遇与挑战，并探讨电商如何助力特色农产品的市场拓展与品牌打造。研究通过SWOT分析法梳理刺梨产业的优势、劣势、机会与挑战，并运用网络爬虫和自然语言处理技术分析电商平台消费者评价，发现消费者对刺梨产品的满意度集中在独特口感和营养品质上，但评价两极分化明显。基于此，本文提出了电商营销策略，包括优化销售渠道、打造产品IP、深挖营销卖点和创新宣传方式，以推动刺梨产业的精准化市场定位与可持续发展。研究结果表明，电商在优化供应链、提升品牌知名度、促进市场拓展和推动乡村振兴等方面发挥了重要作用，为农业现代化和乡村振兴提供了有力支撑。Amidst the intensifying global contradiction between economic development and environmental protection, ecological agriculture has become a hot topic, with the development of characteristic fruit trees that combine economic and ecological benefits receiving widespread attention. The rapid development of e-commerce has brought unprecedented opportunities for characteristic agriculture. The Rosehip industry in Guizhou Province is an important special industry for rural revitalization in Guizhou. However, the Rosehip industry still faces many challenges in market promotion and brand building. Taking the Rosehip industry in Guizhou as an example, this paper analyzes its opportunities and challenges in rural revitalization and explores how e-commerce can help expand the market and build the brand of special agricultural products. Through the SWOT analysis method, the strengths, weaknesses, opportunities, and challenges of the Rosehip industry are sorted out. Network crawling and natural language processing technologies are used to analyze consumer reviews on e-commerce platforms. It is found that consumer satisfaction with Rosehip products mainly focuses on unique taste and nutritional quality, but the evaluations are highly polarized. Based on this, e-commerce marketing strategies are proposed, including optimizing sales channels, creating product IPs, deepening marketing highlights, and innovating promotional methods, to promote the precise market positioning and sustainable development of the Rosehip industry. The research results show that e-commerce has played an important role in optimizing the supply chain, enhancing brand awareness, expanding the market, and promoting rural revitalization, providing strong support for agricultural modernization and rural revitalization.