基于供应链的农村电商品牌建设与推广策略研究  

Research on the construction and promotion strategy of rural e-commerce brand based on supply chain

作　　者：孟丛[1] Meng Cong(School of Finance and Commerce,Jinan Vocational College,Jinan,Shandong,250002)

机构地区：[1]济南职业学院财经商贸学院,山东济南250002

出　　处：《市场周刊》2024年第25期87-90,共4页Market Weekly

基　　金：济南市哲学社会科学工作办公室2023年度济南市哲学社会科学课题“乡村振兴战略背景下济南市农村电商高质量发展路径研究”(项目编号:JNSK23C14)。

摘　　要：随着互联网技术的不断发展和普及,农村电商市场呈现出巨大的发展潜力和空间。文章首先分析了供应链管理和农村电商的现状,以及农村电商的供应链特点,接着探讨了农村电商品牌建设的基本理论,特别强调了供应链视角下的品牌建设模型。在此基础上研究了农村电商品牌建设的策略,并在最后提出了政策建议与实施路径以供参考。With the continuous development and popularization of Internet technology,the rural e-commerce market presents a huge potential and space for development.This paper first analyzes the concept of supply chain management,the current situation of rural e-com merce,and the supply chain characteristics of rural e-commerce.Then,the basic theory of rural e-commerce brand building is discussed,with special emphasis on the brand building model from the perspective of supply chain.On this basis,the strategies of rural e-commerce brand building are studied,and finally puts forward policy suggestions and implementation paths for reference.

关 键 词：供应链 农村电商 品牌推广 策略 

分 类 号：F713.361.2[经济管理—产业经济]