【摘要】 随着新质生产力在农业领域的应用，地理标志农产品的品牌营销传播逐渐成为农村产业发展中的重要议题。该研究通过比较分析全国各地地理标志农产品的品牌营销传播实践和成效，旨在探索宁陵酥梨这一地理标志农产品品牌营销传播的不足及其创新实践路径。研究发现，宁陵酥梨的品牌营销传播存在叙事体系分散、情感触达不足、数字化传播薄弱及对年轻群体吸引力有限等问题。基于此，该研究基于新质生产力视角，从品牌形象建构、整体叙事框架、内容表达方式、传播路径优化及多元主体协同5个维度，提出地理标志农产品品牌营销传播的整体优化思路，强调以技术赋能与模式创新推动品牌叙事发展，以多模态叙事与跨平台传播提升用户参与体验，并通过多主体联动构建可持续的品牌创新机制。该研究旨在探究地理标志农产品在新质生产力赋能下的品牌营销传播逻辑与实践优化路径，为传统农产品品牌价值提升与乡村高质量发展提供启示与对策。更多还原

【Abstract】 With the advancement of new quality productive forces in agriculture, brand marketing communication for geographical indication agricultural products has gradually become a key issue in agricultural brand development. This study compares and analyzes the brand marketing communication practices and outcomes of geographical indication agricultural products nationwide, aiming to explore the shortcomings in brand marketing communication for Ningling Crisp Pears—a geographical indication agricultural product—and identify innovative pathways for practice. The study reveals that Ningling Crisp Pears’ brand marketing communication suffers from issues such as fragmented narrative systems, insufficient emotional resonance, weak digital communication, and limited appeal to younger demographics. Based on these findings, this study proposes a comprehensive optimization framework for geographical indication agricultural product brand marketing communication from five dimensions: brand image construction, holistic narrative framework, content expression methods, communication pathway optimization, and multi-stakeholder collaboration. It emphasizes leveraging technological empowerment and model innovation to advance brand narratives, enhancing user engagement through multimodal storytelling and cross-platform communication, and establishing sustainable brand innovation mechanisms via multi-stakeholder coordination. This study aims to explore the brand marketing communication logic and practical optimization pathways for geographical indication agricultural products empowered by new quality productive forces, offering insights and strategies for enhancing traditional agricultural product brand value and achieving high-quality rural development.更多还原