Year: 2025
Type: article
Abstract: 本研究探讨了农产品品牌化与电商营销的耦合机制，旨在为提升农产品市场竞争力和促进农业现代化发展提供理论依据和实践指导。通过文献分析和调查研究，本文阐述了农产品品牌化和电商营销的概念、特征及现状，分析了两者之间的相互作用关系。研究发现，农产品品牌化与电商营销存在显著的耦合效应，能够相互促进、协同发展。基于此，本文构建了农产品品牌化与电商营销的耦合机制模型，并提出了相应的优化策略。研究结果对于推动农产品品牌建设、提升电商营销效果、促进农业现代化具有重要的理论和实践意义。This study discusses the coupling mechanism of agricultural product branding and e-commerce marketing, aiming to provide theoretical basis and practical guidance for enhancing the market competitiveness of agricultural products and promoting the development of agricultural modernization. Through literature analysis and case studies, this paper expounds the concept, characteristics and current situation of agricultural product branding and e-commerce marketing, and analyzes the interaction between the two. It is found that there is a significant coupling effect between the branding of agricultural products and e-commerce marketing, which can promote each other and develop cooperatively. Based on this, this paper constructs the coupling mechanism model of agricultural product branding and e-commerce marketing, and puts forward the corresponding optimization strategy. The research results have important theoretical and practical significance for promoting brand building of agricultural products, enhancing the effect of e-commerce marketing and promoting agricultural modernization.
Source: E-Commerce Letters
Author: 权垚 李
Language: English
Subfield: Strategy and Management
Domain: Social Sciences
SDG: Zero hunger
Open Access status: bronze
OpenAlex ID: W4410320095