基于价值共创的农产品区域品牌价值实现机制研究——以丽水山耕为例

Research on the Realization Mechanism of Regional Brand Value of Agricultural Products based on Value Co-creation——Take the Lishui Shangeng as An Example

在梳理价值共创的相关文献基础上,通过质化研究挖掘农产品区域品牌价值共创内涵,探讨品牌价值实现机制。以"丽水山耕"为案例研究对象,通过对政府、产业网络人员以及消费者的三方深度访谈,并运用扎根理论对数据进行逐级编码,发现农产品区域品牌价值共创构成的三个维度:即产业链人员与品牌互动、消费者与品牌互动、政府与品牌互动。由此构建"农产品区域品牌价值共创--利益相关者品牌感知价值--品牌价值"这一基于价值共创的农产品区域品牌价值实现机制模型,并在此基础上提出相应对策和建议。

On the basis of combing the relevant literature of value co-creation,this paper unearths the connotation of regional brand value co-creation of agricultural products through qualitative research and explores the mechanism of brand value realization.Taking"Lishui shangeng"as the case study object,through in-depth interviews with the government,industrial network personnel and consumers,and using the grounded theory to code the data level by level,three dimensions of the co-creation of regional brand value of agricultural products are found:the interaction between industry chain personnel and brand,the interaction between consumers and brand,and the interaction between government and brand.Therefore,this paper constructs the mechanism model of"co-creation of regional brand value of agricultural products-brand perceived value of stakeholders-brand value",which is based on co-creation of regional brand value of agricultural products,and puts forward corresponding countermeasures and suggestions.