乡村振兴背景下森林食品区域品牌创建路径研究——基于多主体协同视角的扎根分析

The Multi-agent Collaborative Model of Regional Brand of Forest Food Under the Background of Rural Revitalization

选取10家样本主体为研究对象,采用扎根理论研究方法的三阶段编码程序对案例进行剖析,解析森林食品区域品牌化多主体协同影响因素,探究多主体协同参与森林食品区域品牌化的模式。研究表明,森林食品区域品牌化由产业规模、产业特征、政治约束、经济约束、社会文化约束、产品功能、消费形式、品牌形象重塑和组织关系重塑9个主范畴构成;森林食品区域品牌化的过程是品牌要素汇聚与传递的过程,主体间的品牌要素资源势差和利益差异为要素的汇聚提供了可能性与动力;森林食品区域品牌化多主体协同模式主要有两种形式,即以政府为主导的自上而下的主体协同模式和以加工企业为代表的市场主体主导下的自下而上的主体协同模式。

We selected ten sample subjects as the research object,and adopted the three-stage coding procedure based on the theoretical research method to analyze the factors influencing multi-agent collaboration of regional branding of forest food,and explore the model of multi-agent collaborative participation in regional branding of forest food.Our research shows that the regional brand of forest food comprises 9 main categories.The process of regional branding of forest food is the process of brand elements convergence and transmission,and the potential difference of brand elements resources among the subjects and the process of brand elements between the subjects provide possibility and impetus for the convergence of factors.There are two main forms of multi-agent collaborative model of regional branding of forest food,namely,the top-down principal-agent collaborative model led by the government and the bottom-up principal-agent collaborative model led by the market principal-agents represented by processing enterprises.