传统美学视角下农产品跨境电商国际竞争力提升策略

Strategies for Enhancing the International Competitiveness of Cross-Border E-Commerce for Agricultural Products from the Perspective of Traditional Aesthetics

摘要: 在数字经济驱动农产品国际贸易转型升级的背景下，跨境电商成为中国农产品品牌出海的重要渠道，但相较于国际标杆品牌，中国农产品线上营销竞争力仍存在明显差距。本文以跨境电商平台为研究场景，基于波特钻石模型从生产要素、需求条件、相关及支持产业、企业战略与竞争、政府作用、机会六大维度，结合比较优势理论，对比中国与欧美、日韩、东南亚等地区农产品品牌的线上营销特征，剖析中国农产品品牌的竞争优势与现存短板，并结合中式传统美学的视觉表达、文化内涵挖掘，结合国际经验提出可落地的针对性提升策略。研究表明，中国农产品虽具备品类丰富、产地特色鲜明的要素优势，且蕴含深厚的传统农耕美学与地域文化美学价值，但存在国际品牌认知度低、营销本土化不足、跨境供应链不完善、国际标准对接滞后、传统美学价值未转化为品牌视觉与文化竞争力等问题。通过以传统美学赋能品牌视觉与文化体系构建，打造差异化品牌体系、优化本土化数字营销模式、完善跨境供应链、加强国际标准协同，可有效提升中国农产品品牌的线上营销竞争力，推动其在全球跨境电商市场的高质量发展。

Abstract: Against the backdrop of the digital economy driving the transformation and upgrading of international agricultural trade, cross-border e-commerce has become an important channel for Chinese agricultural product brands to go global. However, compared with international benchmark brands, the online marketing competitiveness of Chinese agricultural products still lags significantly. This paper takes cross-border e-commerce platforms as the research scenario, and based on Porter’s diamond model, compares the online marketing characteristics of Chinese agricultural product brands with those of European and American, Japanese and South Korean, and Southeast Asian regions from six dimensions: production factors, demand conditions, related and supporting industries, corporate strategy and competition, government role, and opportunities. Combining the theory of comparative advantage, it analyzes the competitive advantages and existing shortcomings of Chinese agricultural product brands, and proposes targeted improvement strategies that can be implemented by combining the visual expression and cultural connotation of traditional Chinese aesthetics with international experience. The research shows that although Chinese agricultural products have the advantages of rich variety and distinctive regional characteristics, and contain profound traditional agricultural aesthetics and regional cultural aesthetics, they still face problems such as low international brand awareness, insufficient localization of marketing, imperfect cross-border supply chains, lagging alignment with international standards, and failure to transform traditional aesthetic values into brand visual and cultural competitiveness. By empowering brand visuals and cultural systems with traditional aesthetics, creating differentiated brand systems, optimizing localized digital marketing models, improving cross-border supply chains, and strengthening international standard collaboration, the online marketing competitiveness of Chinese agricultural product brands can be effectively enhanced, promoting their high-quality development in the global cross-border e-commerce market.