新质生产力赋能农产品区域公用品牌提升路径研究

Research on Pathways for Enhancing Agricultural Product Regional Public Brands Empowered by New Quality Productive Forces

摘要: 新质生产力作为以科技创新为核心的先进生产力形态，为区域公用品牌的价值提升提供了新视角与新路径。本文基于二者理论内涵，系统剖析新质生产力通过技术赋能产品创新、流程优化降本增效、绿色技术塑造责任形象、数字化驱动营销革新等多重路径赋能品牌价值创造的内在机理。研究进一步揭示当前面临的现实困境，包括科技成果转化不畅、设施与人才双重制约、技术同质化竞争及营销模式创新不足等问题。针对上述困境，本文从打通成果转化瓶颈、夯实数字化转型基础、构建差异化品牌价值体系、重塑营销生态等方面提出一系列营销创新路径。研究表明，新质生产力能系统推动农产品区域公用品牌实现从规模扩张向质量与价值跃升的根本转变，对深化农业供给侧改革、实施品牌强农战略具有重要理论意义与实践参考价值。

Abstract: As an advanced form of productive forces with technological innovation at its core, new quality productive forces provide new perspectives and pathways for enhancing the value of regional public brands. Based on the theoretical connotations of both, this paper systematically analyzes the internal mechanisms through which new quality productive forces empower brand value creation via multiple pathways, including technology-enabled product innovation, process optimization for cost reduction and efficiency improvement, green technology shaping a responsible image, and digitalization driving marketing innovation. The study further reveals current practical dilemmas, such as inefficient transformation of scientific and technological achievements, dual constraints of infrastructure and talent, technological homogenization competition, and insufficient innovation in marketing models. To address these challenges, this paper proposes a series of marketing innovation pathways, including overcoming transformation bottlenecks, strengthening the foundation for digital transformation, constructing a differentiated brand value system, and reshaping the marketing ecosystem. The research indicates that new quality productive forces can systematically promote a fundamental shift in agricultural product regional public brands from scale expansion to quality and value leapfrogging, holding significant theoretical and practical reference value for deepening agricultural supply-side reform and implementing the strategy of strengthening agriculture through branding.