数字经济助推农特产品品牌化战略建设的优化途径

The optimization approach of digital economy to promote the brandingstrategy construction of agricultural specialty products

农业品牌是农业农村现代化建设的重要标志。农特产品品牌化战略实施对带动地方农业转型升级,增加农民收入,满足市场个性化、多元化需求具有内在价值。现阶段,我国农特产品品牌在取得诸多成效的同时,面临多而不精、大而不强等问题,为推动我国农特产品品牌战略的顺利实施,增强农产品市场竞争力,在简要论述我国农特产品品牌化发展现状的基础上,以数字经济作为切入点,从品牌建设基础、品牌营销渠道、品牌文化三个方面提出优化策略。

Agricultural brand is an important symbol of modernization construction in agriculture and rural areas.The implementation of the branding strategy for agricultural specialty products has inherent value in driving local agricultural transformation and upgrading,increasing farmers’income,and meeting personalized and diversified market demands.At present,while China’s agricultural specialty product brands have achieved many results,they are facing problems such as being too many but not precise,being too big but not strong.In order to promote the smooth implementation of China’s agricultural specialty product brand strategy and enhance the competitiveness of the agricultural product market,based on a brief discussion of the current development status of China’s agricultural specialty product branding,with the digital economy as the entry point,optimization strategies are proposed from three aspects:brand construction foundation,brand marketing channels,and brand culture.