特色农产品电商品牌化建设策略研究——以云南省保山市昌宁县为例
Research on the Brand Building Strategy of E-Commerce of Special Agricultural Products—Taking Changning County, Baoshan City, Yunnan Province as an Example

随着数字经济的蓬勃发展，电子商务为地方特色农产品的推广和销售带来了前所未有的机遇。然而，被广大消费者所熟知的农产品电商品牌却寥寥无几。以云南省保山市昌宁县为例，本文将深入探讨该地区特色农产品电商品牌化建设的现状与挑战，并针对问题提出切实可行的策略。昌宁县虽坐拥丰富的农产品资源，但受制于交通条件不便、品牌知名度不高，农产品销售面临重重困难。通过剖析现有问题，本文建议强化品牌建设与宣传、优化物流体系、引进和培养电商人才、利用现代科技手段推动产业升级等策略，旨在促进昌宁县特色农产品的电商品牌化发展，从而实现经济的可持续增长，助力农民增收，推动农业更好地与信息网络接轨。
With the vigorous development of the digital economy, e-commerce has brought unprecedented opportunities for the promotion and sales of local characteristic agricultural products. However, there are very few e-commerce brands of agricultural products that are well-known to consumers. Taking Changning County, Baoshan City, Yunnan Province as an example, this paper will deeply discuss the current situation and challenges of e-commerce branding of special agricultural products in this region, and put forward practical strategies to solve the problems. Although Changning County is rich in agricultural product resources, it is subject to inconvenient transportation conditions and low brand awareness, and the sales of agricultural products are facing many difficulties. By analyzing the existing problems, this paper suggests strategies such as strengthening brand building and publicity, optimizing the logistics system, introducing and cultivating e-commerce talents, and using modern scientific and technological means to promote industrial upgrading, aiming to promote the e-commerce brand development of characteristic agricultural products in Changning County, so as to achieve sustainable economic growth, help farmers increase income, and promote agriculture to better integrate with the information network.