数字化转型下农产品营销的路径研究

Research on the Path of Agricultural Product Marketing under Digital Transformation

摘要: 在数字经济蓬勃发展与乡村振兴战略深入推进的双重背景下，电子商务已成为激活农产品品牌化发展的关键引擎，为农产品流通提速、农民增收及农业现代化升级提供重要支撑。当前我国农产品品牌化进程中，仍面临品牌核心竞争力不足、品牌文化挖掘不深、专业人才匮乏等突出问题，制约了农产品附加值提升与市场竞争力增强。基于此，本研究引入信息不对称理论、长尾理论等经典经济学与营销学理论，立足外部保障与内部驱动双重逻辑，从市场拓展、政策支持、平台治理三大外部机制，与供应链整合、品牌塑造、人才培育三大内部机制出发，系统探析电子商务赋能农产品品牌化的实践路径与作用机理。研究旨在为破解农产品品牌化发展困境、构建差异化品牌竞争优势、推动农业产业高质量发展提供理论参考与实践借鉴。

Abstract: Under the dual background of the vigorous development of the digital economy and the in-depth advancement of the rural revitalization strategy, e-commerce has become a key engine to activate the brand development of agricultural products, providing important support for accelerating the circulation of agricultural products, increasing farmers’ income, and upgrading agricultural modernization. Currently, in the process of brand development of agricultural products in China, there are still prominent problems such as insufficient core competitiveness of brands, insufficient exploration of brand culture, and a lack of professional talents, which restrict the increase of added value of agricultural products and the enhancement of market competitiveness. Based on this, this study introduces classic economic and marketing theories such as information asymmetry theory and long tail theory, and based on the dual logic of external guarantee and internal drive, systematically explores the practical paths and action mechanisms of e-commerce empowering the branding of agricultural products from three external mechanisms: market expansion, policy support, and platform governance, as well as three internal mechanisms: supply chain integration, brand building, and talent cultivation. The research aims to provide theoretical references and practical references for breaking the development predicament of agricultural product brands, building differentiated brand competitive advantages, and promoting the high-quality development of the agricultural industry.