数字乡村建设对农产品区域公用品牌价值的影响——基于茶叶区域公用品牌的实证分析

The Impact of Digital Village Construction on the Regional Public Brand Value of Agricultural Products-Empirical analysis based on the regional public brand of tea

农产品区域公用品牌价值提升是农产品竞争力增强的体现,也是推进乡村产业兴旺和区域经济发展的重要途径。文章基于49个茶叶区域公用品牌的面板数据,实证分析了数字乡村建设对农产品区域公用品牌价值的影响及其作用机制。研究发现:①数字乡村建设显著促进茶叶区域公用品牌价值提升。②机制分析表明,产业集群、金融发展水平和技术进步是数字乡村建设促进茶叶区域公用品牌价值提升的三个重要作用机制。③异质性分析发现,数字乡村建设对规模经营度较小地区、公用品牌年龄较小和较发达地区的茶叶区域公用品牌价值促进效应更显著。为进一步提升农产品区域公用品牌价值,增强区域特色农产品市场竞争力,应高标准推进数字乡村建设,并将数字乡村建设与产业发展深度融合,切实发挥数字技术赋能农业产业高质量发展的作用。

The enhancement of regional public brand value of agricultural products is a reflection of the increased competitiveness of agricultural products and an important way to promote rural industrial prosperity and regional economic development.The article empirically analyzed the impact of digital village construction on the regional public brand value of agricultural products and its mechanism based on the panel data of 49 regional public brands of tea.It was found that:①Digital village construction significantly promotes the regional public brand value of tea.②Mechanism analysis shows that industrial clusters,financial development level and technological progress are the three important mechanisms of digital village construction promoting the enhancement of regional public brand value of tea.③Heterogeneity analysis shows that digital village construction has more significant effect on promoting the regional public brand value of tea in areas with smaller scale operation degree,younger age of public brand and more developed areas.In order to further enhance the regional public brand value of agricultural products and strengthen the market competitiveness of regional specialty agricultural products,it is necessary to promote digital rural construction at a high standard and deeply integrate digital rural construction with industry development,so as to effectively play the role of digital technology in empowering the high-quality development of agricultural industry.