Year: 2025
Type: article
Abstract: 在数字农业战略与人工智能技术深度融合的背景下，本研究围绕人工智能如何系统性地赋能数字农业农产品营销展开探讨。通过分析当前农产品营销面临的高损耗、低溢价、弱品牌与需求长尾等结构性困境，结合数字农业在新基建、数据融合与智能决策等方面的技术机遇，研究从价值过程重构与核心机制解构两个维度，系统阐释了人工智能在农产品营销中的赋能路径。研究提出，人工智能通过“数据智能驱动—营销流程再造—产业主体赋能”三大机制，推动农产品营销体系从经验主导、线性割裂的传统模式，向数据驱动、协同闭环、主动共创的智能模式转型。该机制体系有效提升了数字农业农产品营销的精准性、效率与价值共创能力，为破解农业营销结构性困境、推动农业数字化转型提供了理论参考与实践路径。 Against the backdrop of the deep integration of digital agriculture strategies and artificial intelligence (AI) technologies, this study explores how AI systematically empowers agricultural products marketing in digital agriculture. By analyzing the structural dilemmas currently faced by agricultural products marketing, such as high loss, low premium, weak branding, and long-tail demand, and combining the technological opportunities of digital agriculture in new infrastructure, data integration, and intelligent decision-making, the research systematically explains the empowerment path of AI in agricultural products marketing from two dimensions: value process reconstruction and core mechanism deconstruction. The study proposes that AI promotes the transformation of the agricultural products marketing system from a traditional model dominated by experience and linearly fragmented to an intelligent model driven by data, collaborative closed-loop, and proactive co-creation through three mechanisms: "data intelligence-driven, marketing process reengineering, and industry subject empowerment". This mechanism system effectively enhances the precision, efficiency, and value co-creation ability of agricultural products marketing in digital agriculture, providing a theoretical reference and practical path for solving the structural dilemmas of agricultural marketing and promoting the digital transformation of agriculture.
Authors: 静仪 杜, 素梅 曾, 玲莉 赵
Institution: Guangzhou College of Technology and Business
Language: English
Subfield: Strategy and Management
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W7087329048
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