摘要
农产品区域品牌建设已成为乡村振兴的重要途径,然而存在农户破坏区域品牌形象、农产品优质不优价等问题,影响了农产品区域品牌价值。使用有序Probit模型,实证分析农民合作社建设对农产品区域品牌价值的影响作用,结果表明:合作社理事会、监事会、大股东股份比例越高,理事会规模越大,每年财务公开次数越多,负责人文化程度越高,越有利于促进区域品牌提升价值,从而有助于从质量层面推进乡村振兴。进一步运用德尔菲法,判断"政府主导,依托地理标志,合作社推进"的区域品牌建设模式比较适合我国广大农村地区进行农产品区域品牌建设,该模式主张完善合作社治理机制以促进品牌价值提升;政府通过政策和资金扶持整体品牌建设,严格控制地理标志的使用,实现标准化生产;农户在政府和合作社的监督与协调下推动农业高质量发展。
Regional brand building of agricultural products has become an important way for rural revitalization.However, brand value of agricultural products has been affected by some problems, for instance, farmers cause damage to brand images and quality products are underpriced. Using ordered Probit model, this paper makes an empirical analysis of the influence of farmers cooperatives construction on the regional brand value of agricultural products. The findings show that higher equity ratio of the cooperative council, the board of supervisors, and major shareholders,bigger board of supervisors, more finance disclosures each year, and higher education level of directors is conducive to regional brand value, thereby helping promote rural revitalization in terms of quality. Further analysis with the Delphi method shows that the government-led, geography-based, and cooperative-promoted regional brand building mode is more suitable for vast rural areas in china. This mode advocates the improvement of cooperative governance mechanism to promote brand value. The government supports brand building through policies and funds, and realizes the standardized production through strict use of geographical indications. Farmers promote high-quality agricultural development under the supervision and coordination of the government and cooperatives.
作者
李大垒
仲伟周
LI Da-lei;ZHNG Wei-zhou(College of Economics and Management,Northwest Agriculture&Forestry University,Yangling,Shaanxi,712100,China;College of Economics and Finance,Xi’an Jiaotong University,Xi’an,Shaanxi,710061)
出处
《深圳大学学报（人文社会科学版）》
CSSCI
北大核心
2019年第6期118-125,共8页
Journal of Shenzhen University：Humanities & Social Sciences
基金
教育部人文社会科学研究青年基金项目“农业区域品牌的运营机制与推广策略研究：基于合作社视角”(16YJC630050)
西北农林科技大学基本科研业务费人文社科项目“供给侧改革背景下陕西省农产品区域品牌的建设路径研究”(2017RWYB05)
关键词
农民合作社
合作社治理机制
农产品区域品牌
乡村振兴
地理标志
farmers cooperatives
cooperative governance mechanism
regional brands of agricultural products
rural revitalization
geographical indication
