Digital Development Pathways of Agricultural Product Regional Brands under the Rural Revitalization Context—An Empirical Analysis Based on the “800” Brand in Youyang

在乡村振兴战略背景下，农产品区域品牌的建设与发展对于推动乡村经济繁荣、促进农民增收具有重要意义。酉阳“800”品牌作为区域公用品牌的一个区域性代表，通过数字化赋能实现了品牌从无到有、从弱到强的跨越发展。本文基于酉阳“800”品牌的实证分析，探讨乡村振兴背景下农产品区域品牌数字化发展路径，旨在为其他地区提供借鉴与参考。Under the background of the rural revitalization strategy, the construction and development of agricultural product regional brands are of great significance for promoting the prosperity of rural economies and increasing farmers’ incomes. As a representative of regional public brands, the “800” brand in Youyang has achieved a leapfrog development from nothing to something, and from weak to strong, through digital empowerment. Based on the empirical analysis of the “800” brand in Youyang, this paper explores the digital development path of agricultural product regional brands under the rural revitalization context, aiming to provide references for other regions.