数字赋能视域下乡村IP助力特色农产品电商经济——以山东农村为例

Rural IP Empowered by Digital Technologies and Its Role in Promoting the E-Commerce Economy of Specialty Agricultural Products—A Case Study of Rural Areas in Shandong Province

摘要: 随着乡村振兴与数字化转型深入推进，特色农产品电商成为推动农村产业升级和农民增收的重要路径。乡村IP作为整合地域文化资源、提升品牌价值和增强市场辨识度的重要载体，在赋能电商助农方面具有积极作用。本文以山东农村为例，围绕乡村IP赋能特色农产品电商助农的内在逻辑、现实基础与实现路径展开分析，并针对文化资源转化不足、品牌辨识度不强、供应链支撑薄弱等问题，提出地域文化挖掘、卖点提炼、渠道优化、供应链升级与营销创新等对策，以充分发挥电商直播在乡村振兴中的驱动作用。

Abstract: With the continuous advancement of rural revitalization and digital transformation, e-commerce for specialty agricultural products has become an important pathway for promoting rural industrial upgrading and increasing farmers’ incomes. As an effective carrier for integrating regional cultural resources, enhancing brand value, and strengthening market recognition, rural IP plays a positive role in empowering e-commerce-based agricultural assistance. Taking rural areas in Shandong Province as an example, this paper analyzes the internal logic, practical foundation, and implementation paths through which rural IP empowers e-commerce for specialty agricultural products. In response to problems such as insufficient transformation of cultural resources, weak brand recognition, and inadequate supply chain support, this paper proposes countermeasures including deeper exploration of regional culture, refinement of product selling points, optimization of sales channels, upgrading of supply chains, and innovation in marketing strategies, so as to fully leverage the driving role of e-commerce livestreaming in rural revitalization.