农产品区域公用品牌价值共创研究

Research of regional public brand value co-creation of agricultural products

双循环新发展格局下,发挥区域特色优势,实现区域品牌化是乡村振兴、实现乡村高质量发展的重要途径。服务主导逻辑背景下,消费者成为品牌价值共创的重要参与者。通过对已有相关文献的归纳,梳理了农产品区域公用品牌价值共创概念的演化过程,从政府、行业协会、企业、农户、消费者五个维度探讨农产品区域公用品牌价值共创中存在的问题,提出共创策略。

Under the new development pattern of double cycle,it is an important way for rural revitalization and high quality rural development to give full play to regional characteristics and realize regional branding.In the context of service-oriented logic,consumers are becoming important participants in the co-creation of brand value.Based on the summary of previous relevant literature,this paper sorts out the evolution process of the concept of the co-creation of regional public brand value of agricultural products,and summarizes the existing problems and co-creation strategies in the co-creation of regional public brand value of agricultural products from the five dimensions of government,industry associations,enterprises,farmers and consumers.Finally,the future research direction is put forward according to the shortcomings of current research in this field.