基于土地资源禀赋差异的农产品电商营销策略研究

A Study on Agricultural Product E-Commerce Marketing Strategies Based on Land Resource Endowments

摘要: 土地资源禀赋作为农业生产的异质性核心要素，其多维分异决定农产品供给的本质特征，也是农产品电商构建差异化竞争优势的关键依托。本文将土地资源禀赋划分为自然、生产、区位三个维度，以资源基础理论、市场细分理论与4P营销理论为支撑，系统解析土地资源禀赋差异通过原产地效应与产品特性影响农产品电商营销的内在机制，识别当前实践中存在的价值挖掘不足、渠道适配失衡、品牌协同薄弱、传播同质化等问题，从价值重塑、渠道整合、品牌共建、传播精准化四个维度构建针对性营销策略体系，旨在为农产品电商依托禀赋差异提升市场竞争力、推动农业产业数字化转型提供理论参考与实践指引。

Abstract: Land resource endowment, as the core heterogeneous factor in agricultural production, determines the essential characteristics of agricultural product supply through its multidimensional differentiation. It also serves as the key foundation for agricultural e-commerce to build differentiated competitive advantages. This paper categorizes land resource endowment into three dimensions: natural, productive, and locational. Drawing upon resource-based theory, market segmentation theory, and the 4Ps of marketing, it systematically analyzes the internal mechanisms through which variations in land resource endowment influence agricultural e-commerce marketing via origin effects and product characteristics. It identifies existing issues in current practices, including insufficient value extraction, imbalanced channel adaptation, weak brand synergy, and homogenized communication. It constructs a targeted marketing strategy system across four dimensions—value reshaping, channel integration, co-branding, and precision communication. This aims to provide theoretical reference and practical guidance for agricultural e-commerce to enhance market competitiveness and drive digital transformation in the agricultural industry by leveraging endowment differences.