新发展格局下农产品品牌发展路径研究——基于农产品质量投入的视角

Study on the development path of agricultural product brand under the new development pattern——From the perspective of agricultural product quality investment

大力发展品牌农业是畅通“双循环”的重要抓手,对实现农产品优质优价及助力乡村振兴具有重要意义。首先运用两阶段博弈模型对比分析企业品牌和区域公用品牌视域下企业质量投入行为的差异,进而结合中国农产品品牌发展现状,探究新发展格局下中国农产品品牌互动发展路径。研究发现:(1)相比企业品牌,区域公用品牌一方面使消费者对过去产品质量有更多的观察,这种正向的声誉效应增加了企业质量投入的动机,另一方面其集体属性也会产生负向的“搭便车”效应进而抑制企业的质量投入动机。(2)在引入市场监管力度和品牌规模因素后,品牌声誉效应大于“搭便车”效应的条件是,只要市场存在监管,企业质量投入的激励效应就会呈现:多品类公用品牌>单品类公用品牌>企业品牌。(3)构建新发展格局下企业品牌和公用品牌的互动发展路径,为各地区各品类农产品因地制宜选择适合的农产品品牌策略和发展路径提出对策建议。

Vigorously developing agricultural brand is an important starting point to smooth the“double circulation”,which is of great significance to realize high-quality agricultural products at higher prices and help rural revitalization.In this paper,the difference of enterprise quality investment behavior under the enterprise brand and regional public brand strategies is analyzed by using two-stage game model,and then the interactive development path of enterprise brand and public brand is explored based on the development status of agricultural brand in China.The results show that:(1)Compared with enterprise brand,on the one hand,public brand makes consumers have more observation of past product quality and this positive reputation effect increases the motivation of enterprise quality investment.On the other hand,the collective attribute of public brand will also produce negative“free-riding”effect and inhibit the enterprise’s quality investment motivation.(2)When market supervision and brand scale are introduced,the brand reputation effect is greater than the“free-riding”effect if there is supervision in the market,the incentive effect of enterprise quality investment will present:multi-category public brand>single category public brand>enterprise brand.(3)It constructs two interactive development paths between enterprise brand and the public brand based on the new development pattern of“double circulation”to put forward countermeasures and suggestions for choosing suitable brand strategies and development paths of agricultural products of various categories in various regions according to local conditions.