乡村振兴背景下农产品跨境电商品牌建设研究——以湖北秭归脐橙为例

Research on Brand Building Strategy of Cross border Ecommerce of Agricultural Products under the Background of Rural Revitalization——Taking Hubei Zigui Navel Orange as an Example

加强农产品跨境电商的品牌建设是加快农业农村现代化建设的有效路径,是全面推进乡村振兴战略的必然要求。本文以区域特色农产品秭归脐橙为例,运用SWOT分析法,有针对性地提出其品牌建设的对策建议,旨在促进秭归脐橙跨境电商的品牌建设,并通过发展农产品跨境电商等新兴业态,助力我国乡村振兴的实现。

Strengthening the brand building of cross-border e-commerce of agricultural products is an effective way to accelerate the construction of agricultural and rural modernization,and is an inevitable requirement to comprehensively promote the rural revitalization strategy.This paper takes Zigui navel orange as an example and uses the SWOT analysis method to put forward targeted suggestions on its brand construction.The purpose is to promote the brand construction of Zigui navel orange cross-border e-commerce,and to help the realization of rural revitalization in China by developing emerging business forms such as cross-border e-commerce of agricultural products.