乡村振兴背景下农村电商农产品品牌化发展的现实瓶颈与突破路径

Realistic Bottlenecks and Breakthrough Pathways for Branding Development of Agricultural Products in Rural E-Commerce under the Context of Rural Revitalization

摘要: 在乡村振兴战略的深入实施下，农村电商作为推动农业转型升级、促进农民增收的重要途径，正展现出蓬勃的发展态势。其中，农产品品牌化作为提升农产品附加值、增强市场竞争力的关键环节，对于推动农村电商的可持续发展具有重要意义。然而，当前农村电商农产品品牌化发展过程中仍面临诸多现实瓶颈。本文旨在深入分析这些瓶颈因素，并提出相应的突破路径，以期为乡村振兴背景下的农村电商农产品品牌化发展提供参考。

Abstract: Under the in-depth implementation of the rural revitalization strategy, rural e-commerce, as a critical pathway to promote the transformation and upgrading of agriculture and increase farmers’ income, is showing a vigorous development trend. Agricultural product branding, a key component for enhancing added value and market competitiveness, holds significant importance in promoting the sustainable development of rural e-commerce. However, the current branding development of agricultural products in rural e-commerce still faces multiple practical bottlenecks. The purpose of this paper is to conduct a comprehensive analysis of these bottleneck factors and propose corresponding breakthrough pathways, providing actionable insights for advancing the branding development of agricultural products in rural e-commerce within the framework of rural revitalization.