浅谈农村电商经济发展的品牌建设问题——以“好想你”红枣为例

A Brief Discussion on Brand Building Issues in Rural E-Commerce Economic Development—Taking “Haoxiangni” Red Dates as an Example

摘要: 在数字中国战略深入推进的背景下，数字乡村建设已成为激活农村经济潜能、推动乡村振兴的核心抓手，而农村电商作为连接农业生产与市场消费的关键纽带，其高质量发展离不开数字乡村的全方位赋能。河南新郑“好想你”红枣作为依托地方特色农产品发展起来的代表性品牌，在电商化转型中的品牌建设实践具有典型参考价值。本文以“好想你”红枣为研究对象，结合数字乡村背景下农村电商品牌建设的相关论文，通过分析“好想你”红枣品牌的现状，剖析其在品牌差异化、电商营销策略、产业链协同三个方面存在的问题，并针对性提出挖掘地域文化与创新产品、打造年轻群体消费产品、完善产业链协同发展的优化路径，旨在为农村电商背景下特色农产品的品牌建设提供实践参考，推动更多地方特色农产品通过品牌化建设实现电商经济的可持续发展。

Abstract: Against the backdrop of the in-depth advancement of the Digital China strategy, the construction of digital villages has become a core approach to activating the economic potential of rural areas and promoting rural revitalization. As a key link connecting agricultural production and market consumption, the high-quality development of rural e-commerce cannot be achieved without the all-round empowerment of digital villages. The “Haoxiangni” red dates from Xinzheng, Henan Province, as a representative brand developed based on local characteristic agricultural products, have typical reference value in the brand building practice during the e-commerce transformation. This article takes “Haoxiangni” red dates as the research object and combines relevant papers on rural e-commerce brand construction under the background of digital villages. By analyzing the current situation of the “Haoxiangni” jujube brand, it dissects the problems existing in three aspects: brand differentiation, e-commerce marketing strategies, and industrial chain collaboration. It also specifically proposes optimized paths for exploring regional culture and innovative products, creating consumption products for young groups, and improving the coordinated development of the industrial chain. The aim is to provide practical references for the brand building of characteristic agricultural products under the background of rural e-commerce, and promote more local characteristic agricultural products to achieve sustainable development of the e-commerce economy through brand building.