农产品品牌化责任主体职责研究  

Research on Duty of Responsibility Subject in Branding Operation of Agricultural Products

作　　者：王仁强[1] 徐杰[1] WANG Renqiang;XU Jie(School of Economics and Management,Shandong Agricultural University,Taian 271018,Shandong,China)

机构地区：[1]山东农业大学经济管理学院,山东泰安271018

出　　处：《农业经济与管理》2018年第3期19-26,共8页Agricultural Economics and Management

基　　金：山东省"十三五"农业农村经济发展规划编制重点研究课题(SDGPPS2015B0201(260001)010)

摘　　要：基于独特的自然地理环境或传统的地域人文环境的农产品品牌化,是由政府、农业专业协会、农业企业、农户、农产品消费者和社会公众组织等责任主体共同参与的复杂系统工程。农户、农业企业和农业专业协会作为农产品品牌化直接责任主体,承担农产品品牌建设与管理责任,政府、消费者和社会公众组织作为间接责任主体,是农产品品牌化重要补充力量。各责任主体在农产品品牌化过程中各司其职,在整体规划下明确分工,在分工基础上有效综合。通过联席会议协商机制、品牌信息沟通机制、主体效益补偿机制以及品牌绩效考核机制,各责任主体间沟通协作良好,可形成农产品品牌化"轮动效应",共同推进农产品品牌化优质高效发展。The branding of agricultural products based on the unique natural geographical environment or traditional regional cultural environment was a complex systematic project involving the government,agricultural professional associations,agricultural enterprises,farmers,agricultural product consumers,and social and public organizations.Farmers,agricultural enterprises and agricultural professional associations as the direct responsibility for the branding of agricultural products,undertook the construction and management of agricultural product brands and the government,consumers and public organizations as the indirect responsibility of the main body,were indispensable and important supplementary force for the branding of agricultural products.In the process of the branding of agricultural products,each responsible entity had its own duties,and had a clear division of labor under the overall plan,and an effective synthesis based on the division of labor.Through the joint consultation mechanism,brand information communication mechanism,main body benefit compensation mechanism and brand performance assessment mechanism,the responsible parties conducted good communication and cooperation among each other,achieved the"rotational effect"of agricultural product brands,and jointly boosted the rapid development of quality and efficiency of agricultural product brands.

关 键 词：农产品品牌化 责任主体 协同治理 沟通协作 

分 类 号：F326.5[经济管理—产业经济]