基于品牌生态学视角下的农产品品牌建设路径

Pathways for Agricultural Product Brand Building from the Perspective of Brand Ecology

摘要: 在乡村振兴战略深化与农业高质量发展的背景下，农产品品牌建设成为提升农业产业竞争力、释放乡村特色产业价值的核心抓手。传统农产品品牌建设聚焦单一主体或环节，难以适配复杂的市场与产业发展需求。品牌生态学将生物生态学理论引入品牌管理，以系统、动态、协同视角解析品牌与内外部环境的共生关系，为农产品品牌建设提供了全新理论框架与实践思路。本文基于品牌生态学核心理论，梳理农产品品牌生态系统的构成要素与运作机理，剖析当前建设在生态主体、环境、关系等方面的现实挑战，结合国内实践案例，从品牌生态位塑造、生态系统协同、生态环境优化等维度提出建设路径，以期推动农产品品牌生态化可持续发展，助力农业产业转型升级与乡村经济高质量增长。

Abstract: Against the backdrop of deepening the rural revitalization strategy and high-quality agricultural development, the construction of agricultural product brands has become a core driver for enhancing the competitiveness of the agricultural industry and unleashing the value of rural characteristic industries. Traditional agricultural product branding focuses on a single entity or link, making it difficult to meet the complex demands of the market and industrial development. Brand ecology introduces biological ecology theories into brand management, analyzing the symbiotic relationship between brands and their internal and external environments from a systemic, dynamic, and collaborative perspective, providing a new theoretical framework and practical approach for agricultural product branding. Based on the core theories of brand ecology, this paper outlines the constituent elements and operational mechanisms of the agricultural product brand ecosystem, examines the current challenges in ecological entities, environment, and relationships, and proposes development pathways from dimensions such as brand niche shaping, ecosystem collaboration, and ecological environment optimization, drawing on domestic practice cases. The aim is to promote the sustainable development of agricultural product brand ecosystems, facilitate the transformation and upgrading of the agricultural industry, and support the high-quality growth of rural economies.