农业品牌营销突围路径研究——基于县域实践的理论与创新

Study on the Breakthrough Path of Agricultural Brand Marketing—Theories and Innovations Based on County-Level Practices

摘要: 本研究以乡村振兴战略为背景，聚焦县域农业品牌“大而不强”的现实困境，采用混合研究方法，对宝应县、泗洪县、盐都区开展深度案例分析，揭示出县域农业品牌在资源整合、数字转型、文化赋能等方面的结构性矛盾。研究发现：突围需通过品牌协同化体系构建、制度保障机制创新、营销数字化生态搭建、品质管理标准体系落地及文化价值深度挖掘实现突破，并提炼出“四阶螺旋演进模型”。研究为县域农业品牌化提供理论框架与实践路径，丰富了农业营销理论的县域维度，对推动农业高质量发展具有重要启示意义。

Abstract: Against the backdrop of the Rural Revitalization Strategy, this study focuses on the practical dilemma of county-level agricultural brands being “large in scale but lacking in strength”. Adopting a mixed research method, it conducts in-depth case studies on Baoying County, Sihong County, and Yandu District, and reveals the structural contradictions of county-level agricultural brands in aspects such as resource integration, digital transformation, and cultural empowerment. The study finds that to break through this predicament, efforts must be made to achieve breakthroughs by establishing a brand synergy system, innovating institutional guarantee mechanisms, building a digital marketing ecosystem, implementing a quality management standard system, and conducting in-depth exploration of cultural value. Additionally, a “Four-Stage Spiral Evolution Model” is refined. This research provides a theoretical framework and practical path for the branding of county-level agriculture, enriches the county-level dimension of agricultural marketing theory, and holds significant enlightenment for promoting the high-quality development of agriculture.