Research On Digitalization Strategy Of Agricultural Brand

Agricultural brand building is a necessary means to achieve the rise of high-quality agriculture and meet the demand for high-quality agricultural products.The birth and application of digital technology has reconstructed the process of agricultural brand building from a technical point of view.Promoting the digital development of agricultural brands is not only a practical requirement but also an important way to realize modern agriculture.However,most of the current research focuses on the more macro digital strategy of the agricultural industry,and less research focuses on the brand digital strategy.For most emerging brands,how to carry out brand digitalization is still an urgent problem to be solved.In order to make up for the lack of research in this field,this paper conducts strategic analysis and summary from three aspects of the brand’s production link,operation link and industrial structure optimization link through the research on the digital path of the Yang Guizhen hairy crab brand.It is under the digital development of these three links that Yang Guizhen’s hairy crabs have formed a brand with technological production,digital operation,and green industrial structure,creating a relatively successful non-regional brand in the agricultural field.Through theoretical construction and path discussion,enlightenment of enterprise management is obtained,including:realizing integrated scientific development and full-cycle data tracking;breaking supply and demand barriers to realize a new production and marketing model;weakening the attributes of agricultural products and creating non-regional brands;docking with the government and E-commerce and other platforms,multi-party participation to achieve value co-creation.The construction of the theoretical framework in this paper not only provides a more microscopic brand perspective for the intelligent development of modern agriculture,but also discusses the theoretical and practical paths of agricultural brand digitalization by analyzing the specific measures and concepts behind the digitalization of Yang Guizhen’s hairy crab brand industry.It also expands the existing brand digitization theory,and at the same time provides practical inspiration for small and medium-sized agricultural enterprises and emerging brands empowered by digital intelligence to effectively use digital technology and enjoy data dividends.