基于“过程-结构”视角的农产品区域品牌建设模式比较研究

Comparative Study of Agricultural Products’Regional Brand Building Models Based on“Process-Structure”Perspective

梳理了政府主导型、企业主导型和协会主导型3种基本农产品区域品牌建设模式及其特征,精选出汉中纤毫、越乡龙井、阳澄湖大闸蟹3个代表性案例,从“过程-结构”视角出发,阶段性分析了模式结构、运行机理及其优势和局限。结果表明:既定的政策制度、组织结构、主体诉求决定了模式的选择;结构要素影响了模式的动力机制并呈现差异化特征;各模式均存在功能性和局限性,对模式优劣的评价不能脱离特定的情境和场域。基于此,针对政府“元治理”、企业市场私有化、行业协会号召力不足等问题,提出了政府须摒弃单一主体的建设模式、企业间形成互信契约规则及条件、行业协会加强推进组织联动和协同的结论,并对未来研究方向进行了展望,以期为农产品区域品牌研究提供有价值的参考。

The three basic agricultural product regional brand building models including government-led,enterprise-led and association-led and their characteristics were sorted out.Three representative cases of Hanzhong Xianhao,Yuexiang Longjing,and Yangcheng Lake hairy crabs were selected.Based on Process-structure Perspective phase,the mode structure,operation mechanism and its advantages and limitations were analyzed.The results show that the established policy system,organizational structure,and subject requirements determine the choice of the model.The structural elements affect the dynamic mechanism of the model and present differentiated characteristics.Each model has functionality and limitation.The evaluation can not be separated from the specific situation and field.Based on this,we addresses the issues of government“meta-governance”,privatization of the corporate market,and insufficient appeal of industry associations.The conclusions such as“the government should abandon the construction mode of single main body”,“the rules and conditions of mutual trust contract should be formed between enterprises”and“the industrial associations should be strengthened for the linkage and coordination of organizations”were put forward.and the future research direction was prospected,in order to provide a valuable reference for the research on regional brands of agricultural products.