农产品区域公用品牌维护及可持续发展机制——基于固城湖螃蟹的案例研究

The Mechanism of Agricultural Regional Public Brand Maintenance and Sustainable Development:A Case Study of Gucheng Lake Crab

有效防范和管理农产品区域公用品牌运营中以次充好、仿冒伪劣等不合规行为,对于维护品牌声誉和集体利益并推动品牌可持续发展具有重要意义。本文运用扎根理论的质性研究方法,对“固城湖螃蟹”品牌运营中的多主体行为进行范畴化处理,提炼归纳出农产品区域公用品牌维护及可持续发展的有效机制。研究结果表明:形成权责共享的利益互联机制,形成以技术创新为基础的信息互通机制和协同维护下的监督激励机制,构建品牌管理方、农户和授权经营户与其他主体之间相互联结、互相监督的品牌维护模式,可以有效推动农产品区域公用品牌可持续发展。

Effective prevention and management of substandard and counterfeit behaviors in the operation of agricultural regional public brands is important.This study uses the grounded theory to classify the mechanism in maintaining the brand of“Gucheng Lake Crab”.The research results show that the maintenance of the regional public brand has formed an interconnection mechanism with shared rights and responsibilities,an information-sharing mechanism based on technological innovation,and an incentive and supervisory mechanism under collaborative management.The construction of a brand maintenance model with the mutual linkage between brand managers,farmers and authorized operators,and other entities can effectively promote the sustainable development of agricultural regional public brands.