Research on the Citywide Promotion and Public Welfare Sales Model of Heyuan Agricultural Specialty Products from the Perspective of E-Commerce

Abstract

Against the background of the national rural revitalization strategy and Guangdong Province’s “High-quality Development Project for Hundreds of Counties, Thousands of Towns and Tens of Thousands of Villages,” Heyuan City is rich in agricultural specialty product resources, but still faces problems such as insufficient brand influence, limited sales channels, and short industrial chains. From the perspective of e-commerce, and in combination with the proposal of the Heyuan Municipal Committee of the Chinese People’s Political Consultative Conference titled Proposal on Promoting the Citywide Promotion and Public Welfare Sales of Heyuan Agricultural Specialty Products to Support Rural Revitalization, this paper systematically explores the role and pathways of e-commerce in the citywide promotion and public welfare sales of Heyuan agricultural specialty products from the dimensions of product resource analysis, market opportunity identification, e-commerce model innovation, and policy coordination mechanisms. The study proposes a citywide collaborative e-commerce model centered on “public welfare certificates + e-commerce sales,” and seeks to build an agricultural specialty product e-commerce ecosystem characterized by online-offline integration, integrated brand traceability, and the visualization of public welfare value. The aim is to provide theoretical and practical references for rural revitalization and the digital transformation of agricultural products in Heyuan City.