数字经济赋能农产品区域品牌：作用机制与路径研究

熊曦; 宁泷

数字经济赋能农产品区域品牌：作用机制与路径研究

引用本文：熊曦，宁泷.数字经济赋能农产品区域品牌：作用机制与路径研究[J].财经理论与实践,2025,(4):104-111

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作者	单位
熊曦，宁泷	（中南林业科技大学经济管理学院，湖南长沙 410004）

中文摘要:依据2013—2022年中国83个农产品主产区面板数据，运用基准回归与中介效应模型，系统分析数字经济赋能农产品区域品牌的作用机制。研究表明：数字经济通过质量追溯、市场扩展与文化赋能直接提升品牌价值，并通过产业结构优化与科技创新形成双重传导路径，正向效应突出且稳定性强。鉴于此，应加强数字基础建设差异化布局，以推动产业链数字化与农村一二三产业融合发展（三产融合），并完善人才培育与数据共享机制，从而为农产品区域品牌高质量发展提供系统性支撑。

中文关键词:数字经济农产品区域品牌产业结构优化科技创新

Digital Economy Empowers Agricultural Regional Brands: Role Mechanisms and Paths

Abstract:Based on the panel data of 83 major agricultural product producing areas in China from 2013 to 2022, the study systematically analyzes the role of digital economy in empowering regional brands of agricultural products by using benchmark regression and mediation effect models. The study shows that the digital economy directly enhances the brand value through quality tracing, market expansion and cultural empowerment, and forms a double conduction path through industrial structure optimization and scientific and technological innovation, with outstanding positive effects and strong stability. In view of this, the differentiated layout of digital infrastructure should be strengthened to promote the digitization of the industrial chain and the integration of rural primary, secondary and tertiary industries (tri-industry fusion), and to improve the cultivation of talents and the data sharing mechanism, so as to provide systematic support for the high-quality development of regional brands of agricultural products.

keywords:digital economy agricultural regional brand industrial structure optimization scientific and technological innovation

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