探析农产品品牌数字化转型面临的机遇与挑战

Explore the Opportunities and Challenges Facing the Digital Transformation of Agricultural Products Brands

随着科技的迅猛发展,人类步入数字经济时代,农产品品牌数字化转型成为了农业领域的一个热门话题,数字化技术的广泛应用正在颠覆着传统的农业产业链。本文探析农产品品牌数字化转型面临的机遇与挑战,认为数字化技术使得农产品销售打破了传统渠道的限制,提高了销售效率和利润。此外,数字化转型还能够优化农产品的生产、供应链和营销管理,提高农产品品质,提升消费者忠诚度。然而,数字化技术的应用程度在农产品领域还不高,部分农产品品牌难以实现数字化生产和利用数字化渠道实现销售和品牌推广。并且,由于农产品易腐、难存放和生产的季节性使得数字化转型面临着全过程管理方面的复杂问题。然后通过分析双汇集团数字化转型成功的案例,依据双汇集团成功转型的关键因素提出了农产品品牌数字化的建议。认为农产品品牌数字化转型需要把握机遇并积极应对挑战,充分利用内外部资源协同,加大基础设施建设,大力培养数字化人才,并克服数据采集、信息安全、数据隐私、网络诈骗等风险,利用数字技术在不同阶段的应用,成功推动农产品品牌数字化转型。

With the rapid development of science and technology,human beings into the era of digital economy,the digital transformation of agricultural products brand has become a hot topic in the agricultural field,the wide application of digital technology is subverting the traditional agricultural industry chain.In this paper,we first explore the opportunities and challenges facing the digital transformation of agricultural products brands,and believe that the digital technology makes the sales of agricultural products break the restrictions of traditional channels,and improve the sales efficiency and profit.In addition,the digital transformation can also optimize the production,supply chain and marketing management of agricultural products,improve the quality of agricultural products,and enhance consumer loyalty.However,the application degree of digital technology in the field of agricultural products is not high,and it is difficult for some agricultural products brands to realize digital production and use digital channels to achieve sales and brand promotion.Moreover,due to the seasonality of perishable,difficult storage and production,digital transformation is faced with complex problems in the whole process management.Then,by analyzing the successful cases of the digital transformation of Shuanghui Group,we puts forward suggestions on the digitalization of agricultural products brand according to the key factors of the successful transformation of Shuanghui Group.Think agricultural products brand digital transformation need to grasp the opportunity and actively respond to the challenge,make full use of internal and external resources together,increase the construction of infrastructure,vigorously cultivate digital talents,and overcome the data acquisition,information security,data privacy,network fraud risk,use of different digital technology in different stages,successfully promote agricultural products brand digital transformation.