地理标志农产品电商化路径研究——以满族村落特色农产品的数字营销赋能与溢价效应为例

Research on the E-Commerce Path of Geographical Indication Agricultural Products—A Case Study of Digital Marketing Empowerment and Premium Effect of Featured Agricultural Products in Manchu Villages

摘要: 本文聚焦满族村落特色农产品，深入探究地理标志农产品电商化路径，剖析数字营销对其赋能及产生的溢价效应，以聚焦其电商化发展为核心议题，系统剖析数字营销对产业的赋能机制及溢价效应。通过对满族村落地理标志农产品发展现状的调研，揭示其在电商化进程中面临的问题与挑战。研究表明，数字营销可通过品牌文化挖掘、多渠道拓展、精准客群运营三大路径，显著提升农产品附加值。有效利用数字营销手段，构建“技术赋能–模式创新–制度保障”三位一体的电商化路径框架，为满族村落特色农产品产业振兴及地理标志农产品数字化发展提供实践参考，同时丰富民族地区农业电商领域的理论研究。

Abstract: This study focuses on the specialty industries of Manchu villages, delving into the e-commerce development path of geographical indication agricultural products. It analyzes how digital marketing empowers these industries and generates premium effects, with a core focus on their e-commerce advancement. Through research on the current status of geographical indication agricultural products in Manchu villages, the study reveals challenges encountered during their digital transformation. The findings demonstrate that digital marketing can significantly enhance product value through three key approaches: brand culture exploration, multi-channel expansion, and precise customer targeting. By effectively utilizing digital marketing tools, a tripartite framework integrating “technology empowerment, model innovation, and institutional safeguards” has been established for e-commerce development. This provides practical references for revitalizing specialty industries in Manchu villages and advancing the digitalization of geographical indication agricultural products, while enriching the theoretical research in the field of agricultural e-commerce in ethnic areas.