现代农业价值共创:社会动员与资源编排——基于新会陈皮产业的案例观察

Value Co-creation of Modern Agriculture from the Perspectives of Social Mobilization and Resource Orchestration:A Case Study of the Tangerine Peel Industry in Xinhui

多元主体参与价值共创对推进农业农村现代化具有重要意义。本文结合社会动员和资源编排理论,通过选取新会陈皮产业成长案例,观察并分析了现代农业价值共创的过程机理。研究发现,在双向社会动员驱动下,按照市场规律科学编排产业资源和能力,就能够实现价值共创;自上而下的行政动员可以调动政策资源,自下而上的组织动员能够吸纳龙头企业与农户,共同催生了"共赢共享"的新型产业价值链;案例产业的资源编排包含"聚集—聚变—聚焦"3个阶段,通过聚集关键资源、聚变形成动态能力,才能精准聚焦市场需求,从而共同创造多元价值。揭示案例产业价值共创的过程黑箱就是在成功经验的基础上,探寻产业可持续发展的可行路径,为现代农业发展提供新思路。

The participation of multiple agents in value co-creation is of great significance to promote agricultural and rural modernization.Based on the theories of social mobilization and resource orchestration,this article observes and analyses the process mechanism of value co-creation in modern agriculture based on a case study of the tangerine peel industry in Xinhui.The results show that under the drive of two-way social mobilization and scientific arrangement of industrial resources and capabilities according to the market rules,value co-creation can be realized.The top-down administrative mobilization can mobilize policy resources,while the bottom-up organizational mobilization can attract leading enterprises and farmers,jointly giving birth to a new industrial value chain.The resource orchestration of the case industry contains three phases of“gathering-forming-spotlighting”,i.e.,multiple values can be created by gathering key resources,forming dynamic capabilities and spotlighting market demand.By revealing the black box of the co-creation process of industrial value,the study explores a feasible path of industrial sustainable development on the basis of successful experience,so as to provide new ideas for the development of modern agriculture.