电商嵌入视角下农产品品牌建设与价值创造路径探析

Analysis on the Path of Brand Construction and Value Creation of Agricultural Products from the Perspective of E-Commerce Embedding

摘要: 随着电子商务的快速发展，农产品销售渠道不断拓展，电商平台成为农产品品牌建设的重要阵地。本文从电商嵌入视角出发，探讨农产品品牌建设与价值创造的路径。研究发现，电商嵌入从强化品牌认知、打造品牌形象和建立品牌信任等机制影响农产品品牌建设。同时，本文探讨了电商嵌入视角下农产品品牌价值创造的路径，电商嵌入可以促使品牌的产品价值提升、服务价值提升和情感价值提升。最后，提出了加强标准化生产、打造差异化农产品等对策建议，以期为农产品品牌化发展提供参考。

Abstract: With the rapid development of e-commerce, agricultural product sales channels continue to expand, e-commerce platform has become an important position for agricultural product brand construction. From the perspective of e-commerce embedding, this paper discusses the path of brand construction and value creation of agricultural products. It is found that e-commerce embedment affects the brand building of agricultural products from strengthening brand cognition, building brand image and building brand trust. At the same time, this paper discusses the path of creating brand value of agricultural products from the perspective of e-commerce embedding, which can promote the improvement of product value, service value and emotional value of brands. Finally, countermeasures and suggestions were put forward to strengthen standardized production and create differentiated agricultural products, so as to provide reference for the development of the brand of agricultural products.