宁夏回族自治区农产品电子商务应用现状及问题分析

在乡村振兴与数字经济深度融合背景下，宁夏依托“六特”产业（枸杞、葡萄酒、牛奶等）发展农产品电商，根据宁夏回族自治区商务厅公布的信息，2024 年宁夏实现网络零售额 197.9 亿元，增长 17.1%，枸杞、滩羊等品类线上销售全国领先。但面临多重制约：一是标准化水平低；二是冷链物流覆盖率仅58%，固原等偏远地区冷库容量不足10%，生鲜损耗率高；三是电商人才结构性短缺。成因涉及标准化监管协同不足、冷链资源失衡、产教融合滞后。建议采取四方面对策：构建“生产—流通—消费”全链条标准化体系，强化区块链溯源应用；实施冷链物流“均衡化+数智化”改造，补足偏远地区设施短板；建立政校企协同的电商与农产品人才培养生态，完善人才激励政策。 Under the deep integration of rural revitalization and the digital economy, Ningxia has developed agricultural product e-commerce based on the "six special" industries (such as matrimony vine， wine， milk， etc.). According to the information released by the Commerce Department of the Ningxia Hui Autonomous Region， in 2024， Ningxia achieved a network retail sales volume of 19.79 billion yuan， an increase of 17.1%. Categories such as matrimony vine and sheep from the desert have led the national online sales. However， it faces multiple constraints： first， the standardization level is low； second， the coverage rate of cold chain logistics is only 58%， and the capacity of cold storage in remote areas such as Guoyuan is less than 10%， with high losses of fresh products； third， there is a shortage of structural talent in e-commerce. The causes involve insufficient coordination of standardization supervision， imbalance of cold chain resources， and lag in industry-academia integration. Four countermeasures are proposed： build a full-chain standardized system from "production - circulation - consumption"， and strengthen the application of blockchain traceability； implement "balanced + digitalized" transformation of cold chain logistics to make up for the facility shortcomings in remote areas； establish a collaborative e-commerce and agricultural product talent training ecosystem among the government， schools and enterprises， and improve the talent incentive policies.