特色农产品电商品牌化建设中的“地域文化赋能”策略研究

Study on the Strategy of “Regional Culture Empowerment” in the Branding Construction of Characteristic Agricultural Products on E-Commerce Platforms

摘要: 在电商产业蓬勃发展与乡村振兴战略深度推进的双重背景下，特色农产品电商品牌化成为破解产品同质化、提升产业附加值的关键路径。但当前实践中，品牌辨识度低、文化内涵缺失、区域发展失衡等问题突出，多数产品仍处于“有品类、无品牌”阶段。本文以“地域文化赋能”为核心视角，系统梳理地域文化与特色农产品电商品牌化的内在关联，深入剖析文化资源转化浅层化、产业协同碎片化、市场规范异质化、区域发展失衡等挑战，从文化挖掘、产业协同、市场规范、区域统筹四维构建赋能策略体系。研究旨在为特色农产品电商品牌化提供理论支撑与实践指引，推动地域文化价值与商业价值深度融合，助力乡村产业高质量发展。

Abstract: Against the dual backdrop of the vigorous development of the e-commerce industry and the in-depth advancement of the rural revitalization strategy, the branding of characteristic agricultural products on e-commerce platforms has become a key path to addressing product homogeneity and enhancing industrial added value. However, in current practice, prominent issues persist, such as low brand recognition, lack of cultural connotation, and unbalanced regional development, with most products still remaining in the “having categories but no brands” stage. From the core perspective of “regional culture empowerment”, this paper systematically sorts out the intrinsic connection between regional culture and the branding of characteristic agricultural products on e-commerce platforms, and deeply analyzes challenges including the superficial transformation of cultural resources, fragmented industrial collaboration, heterogeneous market regulation, and unbalanced regional development. Furthermore, it constructs a four-dimensional empowerment strategy system covering cultural excavation, industrial collaboration, market regulation, and regional coordination. The study aims to provide theoretical support and practical guidance for the branding of characteristic agricultural products on e-commerce platforms, promote the in-depth integration of regional cultural value and commercial value, and contribute to the high-quality development of rural industries.