张雪涓

摘要：据阿里巴巴的资料显示，我国将成为全球排名第一的电子商务经济体，可见电子商务对我国经济增长发挥着重要作用。在高质量发展背景下，如何利用新时代机遇，是电子商务发展的目标之一。选取在电子商务中发展极快的农产品网络零售为研究对象，对其发展历程、发展规模及特点进行分析总结，并提出了高质量发展背景下农产品网络零售发展建议：不断提高产品品质，提高农产品品牌竞争力;持续发掘线上线下一二三产融合潜力;多方线上线下推进农产品质量监管;完善法律法规，不断优化农产品网络零售环境;推进农产品短链优先服务。

关键词：农产品电商;高质量发展;农产品网络零售;农产品上行

中图分类号：F724.6;F323.7 文献标志码：A 文章编号：1001-1463（2021）08-0072-08

doi：10.3969/j.issn.1001-1463.2021.08.016

Abstract：In terms of Alibaba's statistics， China will become the No.1 E-commerce Economy in the world，which shows the importance of e-commerce for our country's economic development. Under the condition of Development for High Quality， one of the objectives of e-commerce development is to make use of opportunities and face high standards in today's world. This paper selects the retail industry of agricultural e-commerce as the research object， analyzes and summarizes its development process， development scale and characteristics， and puts forward suggestions for the development of agricultural product online retail under the background of high-quality development： constantly improve product quality， improve the competitiveness of agricultural products brand. Continue to explore the potential of online and offline integration of primary， secondary and tertiary industries. We will move forward with quality supervision of agricultural products both online and offline. Improve laws and regulations， and constantly optimize the online retail environment of agricultural products. We will promote the principle of giving priority to short chain services for agricultural products.

Key words：Agricultural e-commerce;Development for High Quality;Agricultural online retail; Agricultural products on the rise

高質量发展是中国共产党第十九次全国代表大会提出的概念，其内涵是高效的、公平的与可持续的发展战略，并以满足人民不断提高的生活水平与生活需求为目标[1 ]。从20世纪90年代起电子商务起步至今，我国电子商务发展迅猛，在其模式、交易额度、不同行业渗透率等方面不断升级[2 ]，对我国的经济增长发挥了巨大作用。据商务部数据显示，2019年我国电子商务交易额高达34.81万亿元[3 ]，可见电子商务高质量发展是我国全面实施高质量发展的重要组成部分。但是，目前我国电子商务发展中还面临很多挑战，如产品质量不达标、标准化体系尚未健全等[2 ]，这些都有碍电子商务的高质量发展。……