Digital Empowerment and Cross-border Branding of Gansu Organic Agricultural Products in the Context of Silk Road E-commerce: A Case Study of Lanzhou Lily and Jingning Apple

Zhang Wenyan, Sun Xianhui

Lanzhou Institute of Technology

Abstract：

This study investigates how digital empowerment facilitates cross-border branding of Gansu's organic agricultural products, focusing on Lanzhou Lily and Jingning Apple. Using comparative case study methodology, the research identifies three primary mechanisms: technological infrastructure enhancement, stakeholder network integration, and consumer engagement optimization. Findings demonstrate that successful cross-border branding requires strategic alignment between digital capabilities and brand positioning, with the Silk Road e-commerce context providing distinctive institutional opportunities and constraints. The study contributes to understanding digital-driven agricultural product branding while offering practical insights for regional economic development policy.

Key Words：

digital empowerment; cross-border branding; organic agricultural products; e-commerce; Silk Road Economic Belt