乡村振兴战略下农产品区域品牌协同共建研究——基于价值共创的视角

Research on Collaborative Co-construction of Regional Brand of Agricultural Products Under Rural Revitalization Strategy--From the Perspective of Value Co-creation

本文以乡村振兴战略下农产品区域品牌建设现状为背景,以实现农产品区域品牌建设主体利益诉求为目标,基于区域品牌发展理论与价值共创理论,围绕农产品区域品牌建设中的区域资源、利益诉求、共建意愿与共建行为,研究农产品区域品牌协同共建问题。优越的区域资源是建设主体参与农产品区域品牌协同共建的基础与出发点;利益诉求的实现是建设主体参与农产品区域品牌协同共建的原动力;不同的利益诉求决定建设主体不同的品牌协同共建行为;农产品区域品牌的协同共建能够产生一系列良好的品牌效应;乡村振兴战略的实施对于农产品区域品牌协同共建与品牌效应的关系存在正向调节作用。本文从政府、行业协会、企业以及消费者等多重视角探索中国情境下驱动农产品区域品牌协同共建的内在机制及外在联系,以期为走中国特色的乡村振兴之路提供重要的理论和实践启示。

This paper takes the current situation of regional brand construction of agricultural products under the rural revitalization strategy as the background,and aims to realize the construction subject’s interest demands of regional brands.On the basis of regional brand development and value co-creation theories,it also analyzes the issue of collaborative co-construction of regional brands of agricultural products from regional resources,interest demands,co-construction willingness and co-construction behaviors of brand construction.The results imply that superior regional resources are the basis and starting point for the construction subject to participate in the collaborative co-construction,the realization of interest demands is the driving force for the construction subject to participate,and different interest demands determine brand collaboration and co-construction behaviors of construction subjects.The collaborative co-construction of regional brands of agricultural products can produce a series of reputable brand effects,and the implementation of the rural revitalization strategy has a positive moderating effect on the relationship between the collaborative co-construction of regional brands and brand effects.The current research proposes the internal mechanism and external connection of collaborative co-construction of regional brands of agricultural products from the perspectives of local government,industry associations,enterprises and consumers in the Chinese context,and provides substantial theoretical and practical implications for pushing forward all-round rural revitalization.