基于生态位调整视角的农产品品牌升级路径研究——以“茶油奶奶”为例  

A Research on the Upgrade Path of Agricultural Product Brands Based on the Perspective of Niche Adjustment:Taking “Tea Oil Grandma” as an Example

作　　者：林孔团[1] 蒋耀辉 LIN Kong-tuan;JIANG Yao-hui(School of Economics,Fujian Normal University,Fuzhou 350117,China)

机构地区：[1]福建师范大学经济学院

出　　处：《管理案例研究与评论》2019年第5期534-547,共14页Journal of Management Case Studies

基　　金：国家社会科学基金项目“社会主要矛盾变化背景下企业家精神空间溢散与区域协调发展研究”（18BJL084）;福建省软科学项目“福建省共享经济利益各方博弈分析与规制研究——以共享单车为例”（2019R0044）

摘　　要：农产品品牌战略是农业供给侧结构性改革的重心,其通过提升农产品附加值以提升农户收益,为实现乡村振兴战略提供了重要“抓手”。“茶油奶奶”通过自身品牌升级,获得了领先于同行企业的业绩。以单案例分析为主要研究方法,通过生态位调整视角对“茶油奶奶”品牌升级的历程进行解构,从企业生态位调整和品牌生态位调整两个层面对品牌升级路径进行解析。将企业生态位细分为社会性因子、空间性因子和内环境因子,分别研究不同因子调整对品牌升级的影响和对品牌生态位的影响;进一步将品牌生态位细分为表征性因子、感知性因子和成长性因子,分别研究品牌生态位调整对于品牌升级的作用;建立在企业生态位调整和品牌生态位调整之间的协同机制能够有效实现农产品的品牌升级。The agricultural product brand strategy is the focus of the structural reform of the agricultural supply side.It enhances the farmer’s income by increasing the added value of agricultural products,and provides an important starting point for realizing the rural revitalization strategy.“Tea Oil Grandma”has achieved its leading performance in peer companies through its own brand upgrade.Therefore,this paper takes a single-case analysis as the main research method,deconstructs the process of“Tea Oil Grandma”brand upgrade from the perspective of niche adjustment,and cuts the brand upgrade path from the levels of enterprise niche adjustment and brand niche adjustment.The enterprise niche is subdivided into social factors,spatial factors and internal environmental factors,and the effects of different factors on brand upgrading and the impact on brand niche are studied.The brand niche is further subdivided into characteristic factors,perceptual factors and growth factors,and the effects of brand niche adjustment on brand upgrading are studied separately.It is believed that the synergy mechanism established between the adjustment of enterprise niche and the adjustment of brand niche can effectively realize the brand upgrade of agricultural products.

关 键 词：乡村振兴 生态位调整 农产品品牌 品牌升级 茶油奶奶 

分 类 号：F270[经济管理—企业管理]