电商助农背景下特色农产品区域公用品牌的构建与传播路径研究——以贵州桐梓方竹笋为例

Research on the Construction and Communication Path of Regional Public Brands of Characteristic Agricultural Products under the Background of E-Commerce Assisting Agriculture—A Case Study of Fangzhu Bamboo Shoots in Tongzi, Guizhou

摘要: 自我国提出扎实推进乡村全面振兴以来，各地乡村经济发展逐渐步入快速增长期，而近年来，在电商助农背景下，农村电商发展迅猛。在此发展环境与背景下对于特色农产品的区域公用品牌的构建与传播路径的研究具有较强现实意义，本研究通过对贵州桐梓方竹笋的深入研究，以SWOT模型分析方竹笋产业环境，从品牌构建与品牌传播两部分入手，探析在电商助农背景下贵州桐梓方竹笋的区域公用品牌的构建与传播，提出以价值构建、电商平台构建、文化构建三向发力进行品牌构建，以打造品牌叙事体系结构、全媒体传播矩阵、体验式场景传播、精准化传播策略四措并举助力公用品牌的传播。最终打造贵州桐梓方竹笋区域公用品牌，助力地区实现乡村全面振兴，并为其他地区建设区域公用品牌提供借鉴与参考意义。

Abstract: Since China proposed to solidly promote the comprehensive rural revitalization, the rural economic development in various regions has gradually entered a period of rapid growth. In recent years, against the backdrop of e-commerce assisting agriculture, the development of rural e-commerce has been extremely rapid. In this development environment and background, the research on the construction and communication path of the regional public brands of characteristic agricultural products has strong practical significance. Through an in-depth study of the square bamboo shoots in Tongzi County, Guizhou Province, this study uses the SWOT model to analyze the industrial environment of square bamboo shoots. Starting from two aspects, namely brand construction and brand communication, it explores the construction and communication of the regional public brand of square bamboo shoots in Tongzi County, Guizhou Province against the backdrop of e-commerce assisting agriculture. It is proposed that brand construction should be carried out by making efforts in three directions: value construction, e-commerce platform construction, and cultural construction. Four measures, namely creating a brand narrative system structure, establishing an all-media communication matrix, implementing experiential scene communication, and adopting precise communication strategies, should be taken simultaneously to assist the communication of public brands. Ultimately, the regional public brand of square bamboo shoots in Tongzi County, Guizhou Province will be created to help the region achieve comprehensive rural revitalization, and provide reference and inspiration for other regions in building regional public brands.