农产品品牌三元机制创新研究

Research on the Innovation of the Three Element Mechanism of Agricultural Product Brands

摘要: 在乡村振兴与农业现代化背景下，农产品品牌化意义重大，但传统建设面临地域文化挖掘不足等挑战。本研究以“响水庄园”为例，基于相关理论提出农产品品牌构建“三元机制”模型，探讨地域文化、消费者认知与数字媒介的协同作用及对品牌价值的影响路径。研究采用文献与案例实证结合法，验证三项核心命题：地域文化嵌入增强品牌联想；消费者认知质量是品牌忠诚度关键预测变量；数字媒介策略在品牌文化传播中起中介调节作用。主要创新点是构建“三元机制”模型与“双重传播机制”，提供“文化赋能 + 认知驱动 + 数字传播”协同策略。研究为农产品品牌化提供理论支撑与实践范式，未来可结合多案例或量化模型进一步验证。

Abstract: Under the background of rural revitalization and agricultural modernization, the branding of agricultural products holds great significance. However, traditional brand-building efforts face challenges such as insufficient exploration of regional culture. Taking “Xiangshui Manor” as an example, this study proposes a “triadic mechanism” model for agricultural product brand construction based on relevant theories, exploring the synergistic interaction among regional culture, consumer cognition, and digital media, as well as their impact pathways on brand value. The research adopts a combination of literature review and case-based empirical analysis to verify three core propositions: the embedding of regional culture enhances brand association; the quality of consumer cognition is a key predictive variable of brand loyalty; and digital media strategies play a mediating and moderating role in the dissemination of brand culture. The main innovations lie in the construction of the “triadic mechanism” model and the “dual communication mechanism”, which together offer a collaborative strategy of “cultural empowerment + cognitive drive + digital communication”. This study provides both theoretical support and a practical paradigm for agricultural product branding, and future research may further validate the findings through multiple case studies or quantitative modeling.