农产品区域公用品牌价值对农民增收的影响——基于茶叶区域公用品牌视角

Influence of Regional Public Brand Value of Agricultural Products on Increasing Farmers'Income——Based on Perspective of Tea Regional Public Brand

基于茶叶区域公用品牌视角以及2010~2019年中国49个茶叶主产市(县)的面板数据,利用固定效应模型、空间杜宾模型等实证检验茶叶区域公用品牌价值提升对茶农增收的直接影响效应、空间溢出效应和地区异质性。研究表明,茶叶区域公用品牌价值提升对本地区和邻近地区的茶农收入增长均具有显著正向影响。同时由于不同茶产区的要素禀赋、社会经济发展能力以及政府对茶产业发展的重视程度等不同,其所在地区的茶叶区域公用品牌价值对茶农的增收效应有地区异质性。其中,在江南茶区具有显著正向空间溢出效应,在西南茶区具有显著负向空间溢出效应,但在华南和江北茶区尚未形成显著的空间溢出效应。茶叶区域公用品牌建设需要综合考虑不同茶区的禀赋特征及空间溢出效应,加强邻近地区之间的合作,同时采取差异化的茶叶区域品牌开发和培育政策。

Based on the perspective of the regional public brand of tea and panel data of the 49 major teaproducing cities(counties)in China from 2010 to 2019,the fixed effect model and the spatial Durbin model were utilized to empirically study the direct effect,spatial spillover effect and regional heterogeneity of the advance of tea regional public brand value on the increase of tea farmers'income.The results revealed that the advance of tea regional public brand value had a significant positive influence on the income growth of tea farmers in the local and adjacent areas.At the same time,due to different factor endowments,socio-economic development capacity,and the government's attention to the development of the tea industry in different teaproducing areas,the impact of tea regional public brand value on tea farmers'income growth had regional heterogeneity.Among them,there was a significant positive spatial spillover effect in the Jiangnan tea area and a significant negative spatial spillover effect in the Southwest tea area,but there was no significant spatial spillover effect in South China and Jiangbei tea areas.The construction of the tea regional public brand needed to comprehensively consider the endowment characteristics and spatial spillover effects of different tea areas,strengthen the cooperation of adjacent areas,and adopt differentiated tea regional brand development and cultivation policies.