基于农业电商的农产品品牌塑造探析——一个多案例研究  

Brand Building of Agricultural Products Based on Agricultural E-commerce——A Multi Case Study

作　　者：刘遗志[1] 梁子寒 LIU Yizhi;LIANG Zihan(School of Management,Guizhou University,Guiyang 550025,China)

机构地区：[1]贵州大学管理学院,贵州贵阳550025

出　　处：《物流科技》2022年第2期47-48,56,共3页Logistics Sci-Tech

基　　金：贵州省社科规划项目“贵州特色农产品区域公用品牌共建机制与路径研究”(21GZYB19)。

摘　　要：随着“互联网+”在农业发展领域的应用以及国家对农业发展重视程度的不断提高,传统的农产品推广方式也发生了显著变化,农产品品牌塑造方式从依靠传统渠道为主转向电商渠道与传统渠道并行的方式。文章对三个基于农业电商的农产品品牌塑造方式进行分析,研究发现,不仅新型农产品品牌塑造需要借助农业电商的快速发展,依靠电子商务平台,同时还需要发挥政府在品牌塑造过程中的重要作用。With the application of Internet plus in the field of agricultural development and the continuous improvement of the state's emphasis on agricultural development,the traditional way of promoting agricultural products has also undergone significant changes.This paper analyzes three ways of brand building of agricultural products based on agricultural e-commerce.It is found that not only the brand building of new agricultural products needs to rely on the rapid development of agricultural e-commerce and e-commerce platform,but also the important role of the government in the process of brand building.

关 键 词：农业电商 农产品品牌塑造 电子商务平台 新型社交网络 

分 类 号：F713.365.2[经济管理—产业经济]