“数商兴农”背景下农村电商物流品牌建设研究——以上海市金山区“廊乡鲜”品牌为例

Research on the Construction of Rural E-Commerce Logistics Brands under the Background of “Digital Commerce Promoting Agriculture”—Taking the “Langxiang Xian” Brand in Jinshan District, Shanghai as an Example

摘要: 在“数商兴农”战略深入推进与乡村振兴全面实施的背景下，农村电商物流作为连接农产品生产与市场消费的关键纽带，其品牌化建设已成为提升农业价值链、畅通农产品上行通道、推动农村产业数字化转型的核心抓手。本文深入分析当前我国农村电商物流品牌建设的现状与突出困境，并以上海市金山区“廊乡鲜”农村电商物流品牌实践为典型案例，总结其在品牌定位、品质管控、多元协同等方面的经验模式。最后从精准定位与品质管控、数字赋能、多元主体协同、文化赋能与政策保障四大维度，构建“数商兴农”背景下农村电商物流品牌建设的实施路径，为推动农村电商物流高质量发展、助力乡村全面振兴提供理论参考与实践借鉴。

Abstract: Against the backdrop of further advancing the Digital Commerce Promoting Agriculture strategy and fully implementing rural revitalization, rural e-commerce logistics, as a key link between agricultural production and market consumption, has become a core approach to upgrading the agricultural value chain, facilitating the upward marketing of agricultural products, and promoting the digital transformation of rural industries. This paper deeply analyzes the current situation and prominent dilemmas of brand construction for rural e-commerce logistics in China. Taking the practice of Langxiang Xian, a rural e-commerce logistics brand in Jinshan District, Shanghai, as a typical case, it summarizes its experience and models in brand positioning, quality control, multi-stakeholder coordination and other aspects. Finally, it constructs an implementation path for brand construction of rural e-commerce logistics under the Digital Commerce Promoting Agriculture strategy from four dimensions: precise positioning and quality control, digital empowerment, multi-agent collaboration, cultural empowerment and policy support, so as to provide theoretical and practical references for advancing the high-quality development of rural e-commerce logistics and boosting comprehensive rural revitalization.