现代农业价值共创:社会动员与资源编排——基于新会陈皮产业的案例观察  

Value Co-creation of Modern Agriculture from the Perspectives of Social Mobilization and Resource Orchestration:A Case Study of the Tangerine Peel Industry in Xinhui

作　　者：张德海[1,2] 傅敬芳 陈超 Zhang Dehai;Fu Jingfang;Chen Chao

机构地区：[1]重庆工商大学管理科学与工程学院 [2]南京农业大学经济管理学院

出　　处：《中国农村经济》2020年第8期13-26,共14页Chinese Rural Economy

基　　金：国家社会科学基金项目“乡村振兴战略下现代农业服务供应链协同机制研究”(项目编号:18BGL017)的资助。

摘　　要：多元主体参与价值共创对推进农业农村现代化具有重要意义。本文结合社会动员和资源编排理论,通过选取新会陈皮产业成长案例,观察并分析了现代农业价值共创的过程机理。研究发现,在双向社会动员驱动下,按照市场规律科学编排产业资源和能力,就能够实现价值共创;自上而下的行政动员可以调动政策资源,自下而上的组织动员能够吸纳龙头企业与农户,共同催生了"共赢共享"的新型产业价值链;案例产业的资源编排包含"聚集—聚变—聚焦"3个阶段,通过聚集关键资源、聚变形成动态能力,才能精准聚焦市场需求,从而共同创造多元价值。揭示案例产业价值共创的过程黑箱就是在成功经验的基础上,探寻产业可持续发展的可行路径,为现代农业发展提供新思路。The participation of multiple agents in value co-creation is of great significance to promote agricultural and rural modernization.Based on the theories of social mobilization and resource orchestration,this article observes and analyses the process mechanism of value co-creation in modern agriculture based on a case study of the tangerine peel industry in Xinhui.The results show that under the drive of two-way social mobilization and scientific arrangement of industrial resources and capabilities according to the market rules,value co-creation can be realized.The top-down administrative mobilization can mobilize policy resources,while the bottom-up organizational mobilization can attract leading enterprises and farmers,jointly giving birth to a new industrial value chain.The resource orchestration of the case industry contains three phases of“gathering-forming-spotlighting”,i.e.,multiple values can be created by gathering key resources,forming dynamic capabilities and spotlighting market demand.By revealing the black box of the co-creation process of industrial value,the study explores a feasible path of industrial sustainable development on the basis of successful experience,so as to provide new ideas for the development of modern agriculture.

关 键 词：现代农业 社会动员 资源编排 价值共创 新会陈皮 

分 类 号：F323.4[经济管理—产业经济]