Research on the Strategy of High-Quality Development of Regional Public Brand of Agricultural Products in the Context of E-Commerce

农产品区域公用品牌建设是实现农业强国的重要手段，是推动乡村振兴和促进共同富裕的重要保障。近年来，我国农产品区域公用品牌数量迅速增长，品牌效益显著提升，但品牌多而不精、大而不强问题依然存在，品牌竞争力、影响力、带动力仍有待提升，推动农产品区域公用品牌实现高质量发展已成为时代需要。随着电商经济的蓬勃发展，农产品区域公用品牌迎来了新的机遇挑战。本文剖析了农产品区域公用品牌高质量发展的内外驱动机理和现实困境，探讨了电商背景下农产品区域公用品牌高质量发展的路径策略。本文认为发展农产品区域公用品牌应把握电商时代变革机遇，从找准品牌核心定位、打造品牌竞争优势、创新数字化营销模式和强化品牌带动效应这些维度协同发力，实现品牌的高质量发展。The construction of regional public brand of agricultural products is an important hand in the development of rural industry, and an important guarantee for the revitalization of the countryside and the promotion of common prosperity. In recent years, the number of regional public brands of agricultural products in China has increased rapidly, and the brand benefits have been significantly improved. However, the problems of having many but not refined, large but not strong brands still exist. The brand’s competitiveness, influence, and driving force still need to be enhanced. Promoting the high-quality development of regional public brands of agricultural products has become a necessity of the times. With the vigorous development of the e-commerce economy, the regional public brand of agricultural products has ushered in new opportunities and challenges. This paper analyzes the internal and external driving mechanism and realistic dilemma of the high-quality development of agricultural products regional public brand, and explores its optimization path in the context of e-commerce. This paper argues that the development of regional public brands of agricultural products should grasp the opportunity of change in the era of e-commerce, and make concerted efforts to realize the high-quality development of the brand by identifying the core positioning of the brand, building the brand’s competitive advantages, innovating the digital marketing model and strengthening the brand-driven effect in these dimensions.