电商直播赋能农产品品牌建设的机理研究

Research on the Mechanism of Live-Streaming E-Commerce Empowering the Brand Building of Agricultural Products

摘要: 当前，电商直播正凭借其强互动、高沉浸的独特优势，成为驱动农产品品牌创新与农业数字化转型的重要引擎。本文系统研究电商直播赋能农产品品牌建设的内在机理与实践路径，通过理论分析揭示其从提升知名度、塑造形象、增强信任到拓展市场的完整价值转化逻辑。基于黑龙江海伦大豆案例的实证研究表明，融合政府公信力、专业权威性与品质可视化的直播模式能有效实现品牌价值跃升。最后从多元主体协同、全流程运营和系统性保障三个维度构建策略体系，为农业数字化转型和乡村振兴提供理论支撑与实践指南。

Abstract: In the current landscape where agricultural branding strategy and digital economy are deeply integrated, live-streaming e-commerce has emerged as a pivotal engine for driving brand innovation of agricultural products and facilitating the digital transformation of agriculture, leveraging its distinctive strengths in interactivity and immersive experience. This study systematically examines the intrinsic mechanisms and practical pathways through which live-streaming e-commerce empowers the brand building of agricultural products. Theoretical analysis elucidates a comprehensive value transformation framework encompassing brand awareness enhancement, image shaping, trust reinforcement, and market expansion. Empirical investigation based on the case of Hailun soybeans in Heilongjiang Province demonstrates that a live-streaming model integrating governmental credibility, professional authority, and quality visualization effectively facilitates brand value elevation. Furthermore, this research constructs a strategic framework from three dimensions: multi-stakeholder collaboration, full-process operational optimization, and systematic safeguarding mechanisms, thereby providing theoretical foundations and practical guidance for agricultural digital transformation and rural revitalization.