艾媒咨询 | 广东“媒体＋”赋能百千万工程农产品市场体系建设三年行动方案（2025-2027年）年度实施成效评价报告

本报告聚焦广东省全国首创的“媒体+农业”跨部门协同赋能机制，围绕服务“百千万工程”战略目标，系统复盘政策实施一周年的实践成效与发展成果。
　　一年来，全省农产品媒体传播热度、品牌价值、产业效益、农旅融合水平全面提升，荔枝、清远鸡、新会陈皮等特色产业提质增效，年桔、四会兰花等品类实现场景破圈，预制菜产业稳居全国前列，农户发展信心持续增强。
　　报告深入阐释公信力迁移、内容叙事赋能、资源协同放大等核心运行逻辑，同时客观梳理数据体系不完善、品牌发展不均衡、产业链赋能不深入、长效机制不健全等短板。立足发展实际，报告针对性提出完善数据评估体系、深耕产业链赋能、强化人才培育、构建长效机制等优化路径，为持续深化“媒体+农业”赋能、推动广东现代农业高质量发展提供参考。(《艾媒咨询 | 广东“媒体＋”赋能百千万工程农产品市场体系建设三年行动方案（2025-2027年）年度实施成效评价报告》完整高清PDF版共27页，可点击文章底部报告下载按钮进行报告下载）
　　This report focuses on the "media + agriculture" cross-departmental collaborative empowerment mechanism, which was pioneered in Guangdong Province. Centered on the strate

艾媒咨询 | 2024年广东省农产品电商市场发展洞察报告

农产品电商作为数字经济与农业现代化融合的重要载体，正在中国乡村振兴战略中扮演着日益关键的角色。作为中国经济第一大省和改革开放前沿阵地，广东省在农产品电商领域展现出显著的领先优势和鲜明的区域特色。广东农产品电商的发展不仅受益于全省雄厚的经济基础和活跃的市场环境，更得益于其独特的供应链体系、创新的政策支持以及庞大的消费市场，形成了农产品电商发展的“黄金三角”。全球新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2024年广东省农产品电商市场发展洞察报告》数据显示，2024年中国农产品电商销售规模突破1.6万亿元，达16025亿元。其中，广东省以3120亿元的规模领跑全国，占全国总量的19.5%，六年蝉联全国榜首。目前，广东农产品电商已构建起“热带水果+特色加工品+文化IP产品”三大核心矩阵，形成产业发展新格局。艾媒咨询分析师认为，广东农产品电商发展势头强劲，呈现多维度创新发展态势，未来将以技术创新为驱动，深化产业融合，拓展国际市场，聚焦精准营销，全方位巩固领先地位，为乡村振兴和农业高质量发展注入强劲动能。
E-commerce for agricultural products, as an important vehicle for the integration of the digital economy and agricultural modernization, is playing an increasingly crucial role in China's rural revitalization strategy. As the largest economy in China and the forefront of reform and opening up, Guangdong Province has demonstrated significant leading advantages and distinct regional characteristics in the field of agricultural product e-commerce.The development of agricultural product e-commerce in Guangdong is not only supported by the province's strong economic foundation and vibrant market environment, but also benefits from its unique supply chain system, innovative policy support, and vast consumer market, forming a "golden triangle" for the development of agricultural product e-commerce.According to the latest data from the “Insight report on the development of Guangdong province's agricultural product e-commerce market in 2024” released by iiMedia Research (a global third-party data mining and analysis institution for the new economy), the sales volume of China's agricultural product e-commerce exceeded 1.6 trillion yuan in 2024, reaching 1.6025 trillion yuan. Among them, Guangdong Province led the nation with a scale of 312 billion yuan, accounting for 19.5% of the national total and topping the national list for six consecutive years.Currently, Guangdong's agricultural product e-commerce has established three core matrices of “tropical fruits + specialty processed products + cultural IP products,” forming a new pattern of industrial development. Analysts from iiMedia Research believe that the development of agricultural product e-commerce in Guangdong is robust and shows a multidimensional innovative development trend. In the future, it will be driven by technological innovation, deepen industrial integration, expand into international markets, focus on precision marketing, and comprehensively consolidate its leading position, injecting strong momentum into rural revitalization and high-quality agricultural development.