电子商务赋能下农产品区域公用品牌建设的困境与策略研究

The Challenges and Strategies of Regional Public Brand Construction for Agricultural Products Empowered by E-Commerce

摘要: 在数字经济快速发展的背景下，电子商务与农产品区域公用品牌的深度融合成为推动农业现代化和乡村振兴的重要路径。本文基于电子商务与品牌管理理论，系统探讨了电子商务赋能农产品区域公用品牌建设的意义、困境及策略。研究表明，电子商务通过重构品牌传播范式、拓宽市场渠道、促进产业升级和助力乡村振兴，显著提升了农产品区域公用品牌的价值创造能力。然而，当前农产品区域公用品牌建设仍面临多维困境，包括运营主体能力不足、同质化竞争加剧以及电商平台算法导致的资源挤占效应。这些困境制约了品牌价值的有效传递和可持续发展。针对这些问题，本文提出分类治理视角下的策略体系：在主体能力维度，构建“基础能力–数字运营–品牌创新”的三阶培育模型；在市场价值维度，建立“物理属性–工艺特征–文化符号”的分层转化机制；在平台生态维度，推动公域流量与私域运营的协同治理。研究为数字技术赋能农业品牌化提供了理论支撑，同时为政府部门、电商平台及农业经营主体优化品牌建设路径提供了实践指导，对推动农产品区域公用品牌高质量发展具有重要意义。

Abstract: Against the backdrop of rapid digital economic development, the deep integration of e-commerce and regional public brands for agricultural products has become a crucial pathway for advancing agricultural modernization and rural revitalization. Based on e-commerce and brand management theories, this paper systematically examines the significance, challenges, and strategies of e-commerce in empowering the development of regional public agricultural brands. Research indicates that e-commerce significantly enhances the value-creation capacity of these brands by reshaping brand communication paradigms, expanding market channels, promoting industrial upgrading, and facilitating rural revitalization. However, the current development of regional public agricultural brands still faces multidimensional challenges, including insufficient operational capabilities of brand entities, intensified homogenized competition, and resource monopolization caused by e-commerce platform algorithms. These constraints hinder the effective transmission and sustainable development of brand value. To address these issues, this paper proposes a strategic framework from a differentiated governance perspective: in terms of organizational capacity, constructing a three-tier cultivation model of “basic skills-digital operations-brand innovation”; in market value creation, establishing a layered transformation mechanism of “physical attributes-craft characteristics-cultural symbolism”; and in platform ecosystems, promoting coordinated governance between public and private domain traffic. The study provides theoretical support for digital technology-enabled agricultural branding and offers practical guidance for government agencies, e-commerce platforms, and agricultural operators to optimize brand development strategies, contributing significantly to the high-quality growth of regional public agricultural brands.