乡村振兴背景下聊城农产品电商品牌化策略研究

Research on the Branding Strategy of Liaocheng Agricultural Products E-Commerce under the Background of Rural Revitalization

摘要: 本文以乡村振兴为背景，立足聊城农产品电商发展现状，结合2023至2025年相关数据，剖析其品牌化发展的现状，研究发现聊城农产品电商品牌存在同质化竞争突出、品牌文化挖掘不足、产业链支撑薄弱、人才储备短缺、品牌传播渠道单一等问题，基于此，本文从品牌定位、文化赋能、产业链升级、人才培育、渠道创新五大维度，提出针对性优化策略，为聊城农产品电商品牌突围提供实践参考。

Abstract: Set against the backdrop of rural revitalization and grounded in the current state of agricultural product e-commerce development in Liaocheng, this paper analyzes the current landscape of brand development using relevant data from 2023 to 2025. The study identifies several challenges facing Liaocheng’s agricultural product e-commerce brands, including intense homogenized competition, insufficient exploration of brand culture, weak industrial chain support, talent shortages, and limited brand communication channels. Based on these findings, the paper proposes targeted optimization strategies across five dimensions—brand positioning, cultural empowerment, industrial chain upgrading, talent cultivation, and channel innovation—to provide practical recommendations for enhancing the competitiveness of Liaocheng’s agricultural product e-commerce brands.