基于新经济视角的地理标志农产品价值重塑与运营策略研究——以安徽省滁菊花茶产业为例

Research on Value Remodeling and Operational Strategies of Geographical Indication Agricultural Products from the Perspective of New Economy—A Case Study of the Chuzhou Chrysanthemum Tea Industry in Anhui Province

摘要: 本文以“新经济”为研究视角，系统探索滁菊花茶产业的转型升级路径。在综合运用PEST分析、波特五力模型及SWOT分析审视产业竞争格局的基础上，创新提出以“文化为魂、品质为根、数字为翼、体验为桥、管控为盾”为核心的一体化运营体系，涵盖品牌文化赋能、全媒体精准营销、线上线下渠道融合、专业团队组织保障及全维度风险防控等策略。研究表明，通过构建“滁菊香韵”高端品牌形象、实施全媒体数字营销矩阵并深度融合线下体验经济，滁菊花茶产业可有效突破地域限制，实现从初级农产品向高附加值品牌消费品的跨越。本文最终勾勒出“文化赋能 + 数字营销 + 线上线下联动 + 全产业链管控”的特色农产品高质量发展路径，旨在推动滁菊花茶产业的品牌化、年轻化与数字化转型，为滁州地方特色农业振兴提供实践蓝图，也为全国同类型地理标志农产品依托新经济实现价值跃升提供参考范本。

Abstract: This paper takes the “new economy” as the research perspective to systematically explore the transformation and upgrading path of the Chuzhou chrysanthemum tea industry. Based on a comprehensive analysis of the industrial competitive landscape using the PEST macro-environmental framework, Porter’s Five Forces model, and SWOT analysis, it innovatively proposes an integrated operation system centered on “culture as the soul, quality as the root, digital technologies as the wings, experience as the bridge, and governance as the shield”. The system encompasses strategies such as brand culture empowerment, omnichannel precision marketing, online-offline channel integration, professional team organization, and full-spectrum risk prevention and control. The findings indicate that by building the high-end brand image of “Chuju Fragrant Essence”, implementing a precision digital marketing matrix across all media, and deeply integrating offline experience economy, the Chuzhou chrysanthemum tea industry can effectively break through geographical constraints and achieve a transition from primary agricultural products to high-value-added branded consumer goods. Ultimately, this paper outlines a high-quality development pathway for specialty agricultural products characterized by “cultural empowerment + digital marketing + online-offline integration + full-industry-chain governance”, aiming to drive the branding, youth-oriented transformation, and digitalization of the Chuzhou chrysanthemum tea industry. It provides a practical blueprint for the revitalization of local specialty agriculture in Chuzhou and serves as a reference model for similar geographical indication agricultural products across China to achieve value upgrading through the new economy.