农业产业化省级重点龙头企业电商营销模式与成效研究——基于贵州苗阿爹与江西梅氏的案例分析

Research on E-Commerce Marketing Models and Effectiveness of Provincial-Level Key Agricultural Industrialization Leading Enterprises—A Case Study Based on the Miao A’die Family in Guizhou and the Mei Family in Jiangxi

摘要: 随着数字经济的深入发展，电子商务已成为农业产业化重点龙头企业转型升级的重要引擎。本文选取贵州苗阿爹与江西梅氏两家省级重点龙头企业作为案例，采用案例比较分析法，探讨了农业企业开展电商营销的差异化路径。研究发现，存在“社交电商驱动”与“平台爆品驱动”两种典型模式。前者以内容建设和品牌叙事为核心，通过直播矩阵深耕用户关系；后者则以极致单品和规模效应为核心，依托流量运营占领市场。尽管路径不同，但两种模式的成功均依赖于坚实的供应链基础、数据化运营能力及企业家的创新精神。本研究为同类企业依据自身资源禀赋选择电商策略提供了实践参考，并指出数字化转型是农业企业高质量发展的必然选择。

Abstract: With the deep integration of the digital economy into rural areas, e-commerce has emerged as a critical driver for the transformation and upgrading of key leading agricultural enterprises. This paper employs a comparative case study approach, examining two provincial-level leading enterprises in China—Guizhou Miao A’die and Jiangxi Meishi—to explore differentiated paths in e-commerce marketing. The study identifies two distinct models: the “social commerce-driven model” and the “platform hit product-driven model”. The former focuses on content creation and brand storytelling to cultivate customer relationships through a live-streaming matrix, while the latter centers on creating hit products with extreme cost-effectiveness and capturing market share through scaled traffic operations. Despite their different approaches, both models’ success hinges on a robust supply chain foundation, data-driven operational capabilities, and entrepreneurial innovation. This research provides practical insights for similar enterprises in selecting e-commerce strategies based on their unique resources and endowments, highlighting digital transformation as an inevitable path for high-quality development in the agricultural sector.