数字溯源技术对农产品营销模式的创新与影响——以湄潭县群丰村的数字溯源技术应用为例
The Innovation and Impact of Digital Traceability Technology on Agricultural Product Marketing Models—A Case Study of the Application of Digital Traceability Technology in Qunfeng Village, Meitan County

数字溯源技术通过提升农产品的透明度和可追溯性，正成为推动农产品营销模式创新的重要手段。本文深入探讨了数字溯源技术在农产品营销中的经济效益、社会效益、环境效益和科技效益，分析了其在增强市场竞争力、提升品牌价值、影响消费趋势和推动农业技术进步与创新方面的积极影响。同时，本文也揭示了数字溯源技术在实际应用中面临的挑战，为此，本文提出了通过政府和企业的资金支持、技术培训、标准化建设和系统维护服务等策略，以降低溯源技术的应用门槛、提升系统安全性和兼容性、增强用户接受度和系统的可持续性。研究表明，数字溯源技术不仅能够提高品牌竞争力，还对标当下消费者痛点，刺激消费，为乡村经济的可持续发展和现代化提供了有力支撑。未来，应进一步完善技术应用环境，推动溯源技术的广泛普及，为乡村振兴战略的实施贡献更大力量。
Digital traceability technology, by enhancing the transparency and traceability of agricultural products, is becoming an important means of promoting innovation in agricultural product marketing models. This paper explores the economic, social, environmental, and technological benefits of digital traceability technology in agricultural marketing. It analyzes its positive impact on enhancing market competitiveness, boosting brand value, influencing consumer trends, and driving technological progress and innovation in agriculture. At the same time, this paper reveals the challenges faced in the practical application of digital traceability technology. In response, it proposes strategies such as financial support from the government and enterprises, technical training, standardization, and system maintenance services to lower the barriers to applying traceability technology, improve system security and compatibility, and enhance user acceptance and system sustainability. Research shows that digital traceability technology not only strengthens brand competitiveness but also addresses current consumer pain points, stimulates consumption, and provides strong support for the sustainable development and modernization of rural economies. Looking ahead, the application environment for traceability technology should be further improved, and the widespread adoption of this technology should be promoted to contribute more to the implementation of rural revitalization strategies.