电商生态视角下农产品公共品牌建设的痛点与突破路径——以扬州广陵区为例

Pain Points and Breakthrough Path of Public Brand Construction of Agricultural Products from the Perspective of E-Commerce Ecology—A Case Study of Guangling District of Yangzhou

摘要: 在乡村振兴战略与数字经济深度融合的背景下，农产品公共品牌成为提升区域农业竞争力、促进农民增收的核心载体。本文以扬州广陵区为研究对象，基于电商生态视角，结合其绿色农产品发展实践与“绿壳鸡蛋”等公共品牌案例，系统剖析当前农产品公共品牌建设在主体协同、供应链标准化、数字运营及品牌差异化层面的核心痛点。研究发现，电商生态中多方主体权责失衡、标准化体系与电商需求脱节、数字营销能力薄弱及品牌同质化是制约广陵区农产品公共品牌发展的关键问题。据此，从组织协同机制重构、供应链数字化升级、全渠道品牌运营创新及差异化价值挖掘四个维度，提出针对性突破路径，为县域农产品公共品牌嵌入电商生态、实现高质量发展提供实践参考。

Abstract: Against the backdrop of the deep integration between rural revitalization strategies and the digital economy, public agricultural brands have emerged as a key driver for enhancing regional agricultural competitiveness and increasing farmers’ income. This study focuses on Guangling District in Yangzhou, examining the challenges in building public agricultural brands through the lens of e-commerce ecosystems. By analyzing the district’s green agricultural product development practices and case studies like “Green Shell Eggs”, the research identifies core issues in brand collaboration, supply chain standardization, digital operations, and differentiation. Key constraints include: imbalance in stakeholder responsibilities, disconnect between standardized systems and e-commerce demands, weak digital marketing capabilities, and brand homogenization. To address these, the study proposes four targeted solutions: restructuring organizational collaboration mechanisms, upgrading supply chain digitalization, innovating omnichannel brand operations, and exploring differentiated value propositions. These recommendations provide practical guidance for county-level agricultural brands to integrate into e-commerce ecosystems and achieve high-quality development.