摘要
为了厘清农业品牌建设的影响因素及实现模式,采用实地调查和二手资料收集相结合的方式,选取了江苏和其他发达地区的47个典型农业品牌建设案例,在此基础上开展扎根分析和定性比较研究。结果表明:农业品牌建设的影响因素复杂,从“主体-要素”互动角度涵盖了政府、协会、龙头企业、质量、标准、文化、科技、环境、创新、市场、政策和营销等12个因素;质量和标准化组合是农业品牌建设诸要素中最核心的要素,农业龙头企业作为农业品牌建设的主体之一,对农业品牌的成功打造影响较大;农业品牌的建设有四种典型实现模式,分别是政府推动型、龙头企业主导型、企业和协会联动型、政府和协会引领型。
With the purpose of clarifying the influencing factors and realization modes of agricultural brand building,a combination of field investigation and secondary data collection was used to collect 47 typical agricultural brand building cases in Jiangsu and other developed regions.On this basis,grounded analysis and qualitative analysis were carried out.The results show that:The influencing factors of agricultural brand building are complex,including 12 factors from the perspective of “subject-element”interaction such as government,associations,leading enterprises,quality,standards,and so on.Quality and standardization are the core elements among the elements of agricultural brand building.As one of the main bodies of agricultural brand building,agricultural leading enterprises have a great influence on the successful building of agricultural brands.There are four typical realization modes of agricultural brand building:government-promoted type,leading enterprise-led type,enterprise-association-linked type,and government-association-led type.
作者
徐静
姚冠新
戴盼倩
XU Jing;YAO Guanxin;DAI Panqian(Jiangsu Modern Logistics Research Center,Yangzhou University,Yangzhou 225127,Jiangsu,China;Business School,Yangzhou University,Yangzhou 225127,Jiangsu,China;China Grand Canal Research Institute,Yangzhou University,Yangzhou 225009,Jiangsu,China)
出处
《扬州大学学报（人文社会科学版）》
2022年第5期51-62,共12页
Journal of Yangzhou University(Humanities and Social Sciences Edition)
基金
国家自然科学基金青年项目“产出外部性视域下水稻生产要素投入机制与规制策略研究”(72103178)
中国博士后基金面上项目“农作物生产要素投入行为规制策略研究”(2019M661960)
江苏省哲学社会科学重点课题“推进江苏农业品牌强省建设的战略思路与对策研究”(20GLA002)。
关键词
农业品牌
建设要素
扎根分析
定性比较分析
agricultural brands
construction elements
grounded analysis
qualitative comparison
