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RESEARCH OF INFLUENCE OF AUTOCHTHONOUS REGIONAL PRODUCTS ON REGIONAL BRAND- EXAMPLE OF THE ISTRIAN REGION
Oliva, Ernes,Paliaga, Marko
- , 2012,
Abstract: Sa？etak Development of regional brands has become increasingly important over the last years. The main distinctive elements of regional marketing are its autochthonous products. They enable regional differentiation and create premises for the development of regional brands of autochthonous products. Development of regional brands of autochthonous products makes it possible for the region to preserve its identity, at the same time generating a positive image of the region and creating a positive customers' perception of the region. Autochthonous products guarantee quality for customers and marketing promotion for the region. For this reason, we can say that development of regional brands of autochthonous products may create a positive image of the region used as a basis for establishing a regional brand. Preliminary research has been carried out for the needs of the present paper. It indicates particular autochthonous products that are specific for Istria and that make it recognisable, in addition to their significance for the image and identity of the region. Research sample included 181 respondents, through a standardised questionnaire distributed through Facebook and a specialised database created especially for these purposes
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  [PDF]
李艳梅
E-Commerce Letters (ECL) , 2024, DOI: 10.12677/ecl.2024.1341591
Abstract: 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.
中国有机农产品认证的风险管理和营销策略分析
Risk Management and Marketing Strategic Analysis on China's Organic Certification  [PDF]
谭俊杰, 罗璇
Management Science and Engineering (MSE) , 2016, DOI: 10.12677/MSE.2016.51B002
Abstract:

本文解读了中国有机产品认证流程，并分析出有机农产品生产者在产品认证初期，尤其是转换期，所面临的来自生产加工和市场销售两大环节主要风险，这包括了病虫草害控制、成本价格控制、以及营销管理三个方面。结合当下中国农产品认证体系的分析，以及对目标消费者行为的判断，本文提出了转换期产品认证多样化以及产品线延伸或品牌延伸的品牌战略，从而降低国内有机农产品认证的风险并提升产品市场营销表现。

This paper aims to propose strategies in agriculture certification management and branding in order for organic agriculture risk management. The interpretation of China’s organic product certification mechanism indicates that the risk in early of the organic certification application process includes pest control, weed control, insect control, cost control, as well as marketing management. Through analysis of China’s agriculture certification mechanism and consumer behavior, a multi-certificates strategy is proposed in order for reduce the risk in the early stage, and another product line extension and brand extension strategies are proposed in order for boosting up the new entrant organic product’s market performance.


电子商务助力农村特色农产品品牌化发展策略探究
E-Commerce Helps Rural Characteristic Agricultural Products Brand Development Strategy Research  [PDF]
李美辰
E-Commerce Letters (ECL) , 2025, DOI: 10.12677/ecl.2025.1451257
Abstract: 在乡村振兴战略全面推进的时代背景下，农村特色农产品的品牌化发展成为推动农村经济增长和产业升级的关键路径。电子商务作为连接农产品生产与消费的重要桥梁，凭借其信息传播广、交易成本低、营销方式多样等优势，为农村特色农产品品牌化发展提供了新的机遇。当前农村特色农产品品牌化发展虽取得一定成效，但仍面临诸多挑战。如品牌意识薄弱、电商运营能力不足、产品质量参差不齐、物流配送体系不完善以及消费者信任不高等问题。针对这些问题，本文提出了一系列发展策略，通过这些策略的实施，能够有效提升农村特色农产品的品牌竞争力，增强市场影响力，推动农村经济迈向高质量发展的新征程。
In the context of the comprehensive advancement of the rural revitalization strategy, the brand development of rural characteristic agricultural products has become a key path to promoting rural economic growth and industrial upgrading. E-commerce, as an important bridge connecting agricultural product production and consumption, with its advantages of wide information dissemination, low transaction costs, and diverse marketing methods, provides new opportunities for the brand development of rural characteristic agricultural products. Although the brand development of rural characteristic agricultural products has achieved certain results, it still faces many challenges. Such as weak brand awareness, insufficient e-commerce operation capabilities, uneven product quality, incomplete logistics and distribution systems, and low consumer trust. In response to these problems, this article proposes a series of development strategies. Through the implementation of these strategies, the brand competitiveness of rural characteristic agricultural products can be effectively enhanced, market influence can be strengthened, and rural economic development can be promoted towards a new journey of high-quality development.
KOL赋能农产品品牌研究——以“乡村网红为例”
Research on KOL Empowerment of Agricultural Product Brands—Taking “Rural Internet Celebrities” as an Example  [PDF]
张奕
E-Commerce Letters (ECL) , 2025, DOI: 10.12677/ecl.2025.1482709
Abstract: 在乡村振兴战略与互联网经济深度融合的背景下，KOL正逐渐成为推动农产品品牌塑造和农村经济发展的重要引擎。本研究中的“乡村网红”特指扎根农村、以推广农产品为核心内容的垂直领域KOL，其既具备KOL的普遍特征，又因乡村语境衍生出独特属性。本研究深入探讨乡村网红是如何通过影响力赋能农产品品牌塑造。研究结合意见领袖理论构建分析框架，阐述了乡村网红通过挖掘乡村特色、构建传播矩阵、强化信誉背书以及注入文化内涵等方式有效提升了农产品的市场认知度、消费者信任度和品牌溢价能力。然而其在赋能过程中也面临内容同质化、专业能力不足和可持续发展等挑战。基于此，本文提出了优化对策，意在丰富了意见领袖理论在乡村网红领域的应用，也为乡村振兴背景下农产品品牌化提供了理论支持和实践参考。
In Under the background of the deep integration of rural revitalization strategy and the internet economy, KOLs (Key Opinion Leaders) are gradually becoming an important engine for promoting agricultural product branding and rural economic development. In this study, “rural internet celebrities” specifically refer to vertical KOLs rooted in rural areas, whose core content is promoting agricultural products. They possess the general characteristics of KOLs while deriving unique attributes from the rural context. This research deeply explores how rural internet celebrities empower agricultural product branding through their influence. The study constructs an analytical framework based on opinion leader theory, illustrating that rural internet celebrities effectively enhance the market awareness, consumer trust, and brand premium ability of agricultural products through methods such as excavating rural characteristics, building communication matrices, strengthening credibility endorsements, and injecting cultural connotations. However, they also face challenges such as content homogeneity, insufficient professional capabilities, and sustainable development during the empowerment process. Based on this, the article proposes optimization strategies, aiming to enrich the application of opinion leader theory in the field of rural internet celebrities and providing theoretical support and practical references for the branding of agricultural products in the context of rural revitalization.
电商促进农产品品牌化的策略研究
A Study on Strategies for Promoting Branding of Agricultural Products through E-Commerce  [PDF]
吴容
E-Commerce Letters (ECL) , 2025, DOI: 10.12677/ecl.2025.14113421
Abstract: 农产品品牌化是促进农产品流通和农民增收的有效方式，同时随着数字经济的发展和乡村振兴的推进，电子商务在农产品品牌化的过程中作用也越来越大。基于此，通过结合当前农产品品牌化的现实困境，本研究从“外部 + 内部”双重推动机制出发，结合供应链协同、平台治理与制度创新、区域化差异发展三个维度，积极探讨电子商务促进农产品品牌化的路径和作用机制，力求为农业产业的高质量发展提供有效参考。
The branding of agricultural products is an effective way to promote the circulation of agricultural products and increase farmers’ income. At the same time, with the development of the digital economy and the advancement of rural revitalization, the role of e-commerce in the branding process of agricultural products is becoming increasingly significant. Based on this, combining the current practical difficulties of agricultural product branding, this study explores the pathways and mechanisms by which e-commerce promotes agricultural product branding from the dual driving mechanism of “external and internal” perspectives, along with three dimensions: supply chain collaboration, platform governance and institutional innovation, and regional differential development, aiming to provide effective references for the high-quality development of the agricultural industry.
乡村振兴与消费升级双背景下区域农产品品牌竞争力提升路径研究——基于响水庄园大米的SEM模型实证分析
Study on the Promotion Path of Regional Agricultural Product Brand Competitiveness under the Dual Backgrounds of Rural Revitalization and Consumption Upgrading—An Empirical Analysis Based on the SEM Model of Xiangshui Manor Rice  [PDF]
何建然, 官文颖
Advances in Social Sciences (ASS) , 2025, DOI: 10.12677/ass.2025.14111017
Abstract: 本研究分析了响水庄园大米品牌，结合乡村振兴和消费升级背景。研究团队运用定量和定性方法，全面理解其市场定位和策略。通过分层配额抽样，收集了1026份有效问卷，并通过深度访谈了解消费者对品牌的感受和评价。在数据分析方面，我们采用了结构方程模型(SEM)等先进的统计技术，对收集到的数据进行了深入的分析和解读。这些技术帮助我们构建了关于响水大米品牌认知和市场竞争的模型，从而更准确地识别出响水大米在市场中的优势和不足。研究发现，尽管响水大米在特定区域享有较高的市场份额(达到11.66%)，但其在全国范围内的知名度却相对较低，仅为23%。这一发现提示我们，响水大米要想在激烈的市场竞争中脱颖而出，就必须采取创新的营销策略和产品开发思路。本研究为响水庄园大米品牌推广提供分析和建议，同时为传统农业品牌转型提供参考。提出“数据驱动 + 场景创新”方法论，助力农业品牌理解市场和消费者，制定精准营销策略。期望助力东北地区及全国农业产业升级和乡村振兴。
This study conducts an in-depth analysis of the Perfume Manor rice brand against the backdrop of rural revitalization and consumption upgrading. The research team employed a combination of quantitative and qualitative research methods to comprehensively analyze the brand’s market positioning and strategies. Using stratified quota sampling techniques, a total of 1026 valid questionnaires were collected, while in-depth interviews were conducted to explore consumers’ perceptions and evaluations of the brand. For data analysis, advanced statistical techniques such as Structural Equation Modeling (SEM) were utilized to conduct in-depth analysis and interpretation of the collected data. These techniques enabled the construction of models for brand awareness and market competition of Xiangshui rice, thereby more accurately identifying its strengths and weaknesses in the market. The findings reveal that although Xiangshui rice enjoys a relatively high market share (reaching 11.66%) in specific regions, its nationwide brand awareness remains relatively low at just 23%. This finding indicates that Xiangshui rice must leverage innovative marketing strategies and product development upgrades to stand out with differentiated advantages in fierce market competition. This study provides analysis and recommendations for the promotion of the Xiangshui Manor rice brand while offering insights for the transformation of traditional agricultural brands. A “data-driven + scenario innovation” methodology is proposed to help agricultural brands better understand the market and consumers, enabling the formulation of precise marketing strategies. The study aims to contribute to the industrial upgrading of agriculture and rural revitalization in Northeast China and nationwide.
农产品品牌化与电商营销耦合机制研究
Research on Coupling Mechanism of Agricultural Product Branding and E-Commerce Marketing  [PDF]
李权垚
E-Commerce Letters (ECL) , 2025, DOI: 10.12677/ecl.2025.1451294
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.
乡村振兴背景下农村电商农产品品牌化发展的现实瓶颈与突破路径
Realistic Bottlenecks and Breakthrough Pathways for Branding Development of Agricultural Products in Rural E-Commerce under the Context of Rural Revitalization  [PDF]
李豪, 邬卫东, 孙思莹
E-Commerce Letters (ECL) , 2025, DOI: 10.12677/ecl.2025.144949
Abstract: 在乡村振兴战略的深入实施下，农村电商作为推动农业转型升级、促进农民增收的重要途径，正展现出蓬勃的发展态势。其中，农产品品牌化作为提升农产品附加值、增强市场竞争力的关键环节，对于推动农村电商的可持续发展具有重要意义。然而，当前农村电商农产品品牌化发展过程中仍面临诸多现实瓶颈。本文旨在深入分析这些瓶颈因素，并提出相应的突破路径，以期为乡村振兴背景下的农村电商农产品品牌化发展提供参考。
Under the in-depth implementation of the rural revitalization strategy, rural e-commerce, as a critical pathway to promote the transformation and upgrading of agriculture and increase farmers’ income, is showing a vigorous development trend. Agricultural product branding, a key component for enhancing added value and market competitiveness, holds significant importance in promoting the sustainable development of rural e-commerce. However, the current branding development of agricultural products in rural e-commerce still faces multiple practical bottlenecks. The purpose of this paper is to conduct a comprehensive analysis of these bottleneck factors and propose corresponding breakthrough pathways, providing actionable insights for advancing the branding development of agricultural products in rural e-commerce within the framework of rural revitalization.
基于智能体的在地化农产品品牌视觉设计策略研究
AI Agent-Driven Strategies for Localized Agricultural Product Brand Visual Design  [PDF]
田原, 邹可
Design (Design) , 2025, DOI: 10.12677/design.2025.106032
Abstract: 在乡村振兴战略背景下，农产品品牌建设面临视觉同质化、设计成本高和在地性不足等问题。本文提出“智能体驱动的在地化品牌视觉设计”框架，旨在通过人工智能与人机协同，兼顾效率与文化表达。研究方法上，构建由五个环节组成的系统模型：文化信息采集、文化符号提炼、智能体多方案生成、在地性校准和视觉系统构建。研究结果表明，该框架能够降低小规模农户的品牌设计门槛，提升文化真实性，避免AI导致的审美平均化风险。结论认为，智能体应被视为协作主体，其价值在于构建兼顾普惠性与在地性的设计生态，为农产品品牌提供理论与实践支持。
Under the rural revitalization strategy, agricultural branding faces challenges of visual homogenization, high design costs, and insufficient cultural localization. This study proposes an “AI agent-driven framework for localized brand visual design”, aiming to integrate efficiency with cultural expression through artificial intelligence and human-AI collaboration. Methodologically, the research constructs a five-stage model: cultural information collection, symbol refinement, multi-scheme generation, localization calibration, and visual system construction. The findings indicate that this framework lowers design barriers for smallholder farmers, enhances cultural authenticity, and mitigates risks of aesthetic averaging caused by AI. The conclusion emphasizes that AI agents should be regarded as collaborative partners rather than mere tools. Their true value lies in building a design ecology that balances inclusivity and localization, thereby providing both theoretical and practical support for agricultural brand development.
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