农产品电商“品牌化三重跃迁”路径研究

Study on the “Three-Stage Leap” Path of Agricultural Product E-Commerce Branding

摘要: 在乡村振兴和数字经济的共同推动下，农产品电商已经成为提高农业竞争力、增加农民收入的重要方式。本文重点研究品牌化三重跃迁，分析农产品电商从“土特产”到“地理标志”，再到“绿色IP”的发展逻辑和实践方法。研究发现，这个过程经历了三个价值重塑阶段，从资源导向到市场导向，从市场导向再到文化导向。第一阶段靠“互联网 + 农业”的政策体系来打基础；第二阶段在农村电商的帮助下，实现了标准化和品质溢价；第三阶段使用大数据和人工智能，推动文化赋能和品牌高溢价。本文从现状与方法、多维影响、对策建议三个方面展开分析，提出了完善政策工具、加强标准建设、优化数字赋能和人才培养的综合对策，为农产品电商品牌化的高质量发展提供了可行的办法。

Abstract: Under the joint impetus of rural revitalization and the digital economy, agricultural product e-commerce has become an important way to enhance agricultural competitiveness and increase farmers’ income. This paper focuses on the triple leap of branding, analyzing the development logic and practical methods of agricultural product e-commerce from “local specialties” to “geographical indications” and then to “green IPs”. The research finds that this process has gone through three stages of value reshaping, from resource orientation to market orientation, and then to cultural orientation. The first stage lays the foundation through the policy system of “Internet + agriculture”; the second stage achieves standardization and quality premium with the help of rural e-commerce; the third stage uses big data and artificial intelligence to promote cultural empowerment and high brand premium. This paper analyzes from three aspects: current situation and methods, multi-dimensional impacts, and countermeasures and suggestions, and proposes comprehensive countermeasures such as improving policy tools, strengthening standard construction, optimizing digital empowerment, and talent cultivation, providing feasible solutions for the high-quality development of agricultural product e-commerce branding.