Research On The Mechanism Of E-Commerce Driving The Development Of Agricultural Product Branding

The development level of agricultural product branding is related to the process of agricultural modernization in China.The goal of agricultural product development is to explore the branding path in an all-round way.Under the background of national strategic support and consumption upgrading,agricultural product brands have entered a new stage of development with the extensive layout and in-depth promotion of agricultural product e-commerce.As an important part of agricultural products e-commerce,e-commerce platform enterprises have become an important subject in promoting the development of agricultural products brand by virtue of their good position advantages and rich platform resources,and play an increasingly prominent role in promoting the development of agricultural products brand.Although the phenomenon and practice of e-commerce platform enterprises’ participation in promoting the development of agricultural product branding has been very common,there is still a gap in the in-depth theoretical research on the role of the two.Therefore,this study adopts the grounded theoretical analysis method,starting from the practical case data,gradually refining the key categories,and in-depth analysis of the mechanism of e-commerce driving the development of agricultural product branding,so as to establish the relationship between practice and theory,so as to enrich the existing theoretical research and provide new ideas and directions for the development of agricultural product branding in China,which has strong practical and theoretical significance.First of all,this study combed the relevant academic research on agricultural product ecommerce and agricultural product brand to clarify the current situation of the existing theoretical research,then explained the lemon market theory,brand value creation theory,resource-based theory,and defined the concepts of agricultural product brand,agricultural product branding and agricultural product e-commerce,which laid the foundation for this study.Secondly,it analyzes the development status and characteristics of e-commerce driven agricultural product branding.First,analyze the development status of agricultural product ecommerce and agricultural product brand respectively,so as to preliminarily understand the development status of the two,and lay the foundation for the analysis of the relationship between the two;The second is to analyze the current situation of e-commerce in the development of agricultural product branding from four aspects: e-commerce helps to consolidate the digital foundation of agricultural product brand development,improve the sales volume of branded agricultural products,enhance brand awareness and enhance brand premium,so as to find out the advantages of e-commerce in the process of agricultural product branding development,which are consumer-centered,focusing on the quality of agricultural products,diversification of content marketing and digitalization of channel marketing.Thirdly,based on the grounded theoretical analysis method,analyze the relevant cases of e-commerce driving the development of agricultural product branding.Three e-commerce platform enterprises,Alibaba,JD.com and Pinduoduo,were selected as the case study objects,focusing on their practices and practices in promoting the development of agricultural products brands,and collecting more than 220000 words of text materials from various aspects.At the stage of single case analysis,based on the grounded theoretical research method,the case data were analyzed with open coding,spindle coding and selective coding,a total of 54 initial categories and 21 main categories were excavated,and the core "story lines" of three ecommerce platform enterprises driving the development of agricultural products brands were identified.In the stage of case comparison and analysis,on the one hand,we will compare the case e-commerce platform enterprises in many aspects as the benchmark,and further integrate the coding results of the three e-commerce platform cases.On the other hand,take the case platform enterprise as the benchmark to compare and clarify the focus of the three in driving the development of agricultural products branding.Finally,based on the results of the case analysis,the mechanism model of e-commerce driving the development of agricultural product branding was built,and it was clear that:(1)ecommerce environment is the condition for e-commerce driving the development of agricultural product branding,and the power source for e-commerce platform enterprises to participate in agricultural product branding.(2)Resource enabling-structure enabling-full chain management is the path for e-commerce to drive the development of agricultural products branding.Among them,resource enablement-structure enablement is the key activity to realize the whole chain management,and the whole chain management is the key goal of resource enablement and structure enablement activities.(3)The creation,transmission and realization of agricultural product brand value is the result of the development of agricultural product branding driven by e-commerce.Among them,the creation of agricultural product brand value is the primary result,the transmission of agricultural product brand value is the key result,and the realization of agricultural product brand value is the final result.