乡村振兴背景下跨境电商赋能河南特色农产品品牌竞争力提升研究——以温县铁棍山药为例

Research on Cross-Border E-Commerce Empowering the Enhancement of Brand Competitiveness of Henan’s Characteristic Agricultural Products in the Context of Rural Revitalization—Taking Wen County’s Iron Rod Yam as an Example

摘要: 乡村振兴战略为特色农产品品牌建设提供了重要契机，跨境电商日益成为农产品开拓国际市场、提升品牌竞争力的关键渠道。本文以河南省温县铁棍山药为研究对象，在梳理其产业发展与跨境电商实践现状的基础上，剖析品牌竞争力提升面临的现实困境，包括品牌国际化程度不高、跨境供应链支撑不足、标准化与质量认证体系不健全、复合型人才短缺等，进而从打造区域公用品牌、完善跨境冷链物流体系、推进质量标准互认、强化跨境电商人才培育与政策支持等方面提出对策建议，并审慎评估其潜在的资金、技术、管理与市场风险，以期为中部地区特色农产品依托跨境电商实现品牌价值跃升提供参考借鉴。

Abstract: The rural revitalization strategy provides an important opportunity for the construction of characteristic agricultural product brands, and cross-border e-commerce is increasingly becoming a key channel for agricultural products to explore international markets and enhance brand competitiveness. This article takes the iron stick yam in Wen County, Henan Province as the research object. Based on the current situation of its industrial development and cross-border e-commerce practice, it analyzes the practical difficulties faced by the improvement of brand competitiveness, including low degree of brand internationalization, insufficient support for cross-border supply chain, incomplete standardization and quality certification system, and shortage of composite talents. Furthermore, it proposes countermeasures and suggestions from the aspects of building regional public brands, improving cross-border cold chain logistics system, promoting mutual recognition of quality standards, strengthening cross-border e-commerce talent cultivation and policy support, and carefully evaluates its potential financial, technological, management and market risks, in order to provide reference and guidance for the promotion of brand value of characteristic agricultural products in the central region relying on cross-border e-commerce.