电商平台助力农产品品牌建设的路径与效能研究

Research on the Path and Efficiency of E-Commerce Platform Suppliers in Assisting Agricultural Product Brand Building

摘要: 电商平台借助深度挖掘品牌价值、开展数字化精准营销以及建立品质信任链条这三大路径来推动农产品品牌建设。通过对遂昌县、武功县等典型案例进行分析可知，电商平台在提升农产品品牌知名度和增强市场表现力方面成效显著。当前制约因素主要有标准化程度偏低、供应链体系不完善等问题，为此提出技术创新和模式创新的改进方案以及多方协同保障机制。

Abstract: E-commerce platform suppliers promote agricultural product brand building through three major pathways: in-depth exploration of brand value, digital precision marketing, and establishment of quality trust chains. Through analysis of typical cases such as Suichang County and Wugong County, it can be seen that e-commerce platforms have achieved significant results in enhancing the visibility of agricultural product brands and strengthening market performance. Current constraining factors mainly include low standardization levels and incomplete supply chain systems, for which technological innovation and model innovation improvement plans as well as multi-party collaborative guarantee mechanisms are proposed.