Empowering Smallholder Farmers in Jinchuan County: Personalized Marketing Through Rural E-Commerce Platforms

Abstract

This study explores how smallholder farmers in Jinchuan County can leverage rural e-commerce for personalized marketing, focusing on the snow pear industry. Facing fierce competition, high costs, weak branding, and logistical issues, Jinchuan's snow pear farmers need innovative income-boosting strategies. Through multi-method research, including literature review, case analysis, interviews, and quantitative modeling, key problems such as brand homogenization, poor e-commerce skills, inadequate market information, and cold-chain constraints are identified. Targeted solutions include culture-rooted brand storytelling, product differentiation, e-commerce training, cold-chain investment, platform-based traffic conversion, and big data-driven forecasting. By linking local cultural resources with differentiated product design and data-supported operations, these strategies can enhance product value, expand markets, increase farmer income, and promote sustainable agricultural development.