电商驱动农产品品牌价值创造的机制——基于京东生鲜的扎根理论分析  

Brand Value Creation Mechanism of Agricultural Products Driven by E-commerce——the Theoretical Analysis Based on the Grounded Theory of JingDong Fresh Food

作　　者：课题组 慕静[1] 东海芳 Research Group(School of Economics and management,Tianjin University of Science&Technology,Tianjin 300222,China)

机构地区：[1]天津科技大学经济与管理学院,天津市300222

出　　处：《中国流通经济》2021年第1期36-46,共11页China Business and Market

基　　金：国家社会科学基金项目“品牌价值链视角下食品安全社会共治创新体系研究”(17BGL017)。

摘　　要：随着农产品消费转型升级,电商对驱动农产品品牌价值创造和助力农产品品牌成长的作用日趋明显。以京东生鲜为样本,通过扎根理论研究方法提炼出20个初始范畴以及电商位势、电商资源赋能、电商结构赋能、农产品品牌价值创造和农产品品牌成长五个主范畴,抽象概括出电商驱动农产品品牌价值创造过程包含的要素,构建了由驱动条件、驱动路径、驱动结果组成的电商驱动农产品品牌价值创造的机制,并用京东生鲜的三种模式分析验证了电商驱动农产品品牌价值创造机制的合理性和可行性。结果表明:电商位势是电商驱动农产品品牌价值创造的前置条件,电商结构赋能和电商资源赋能是两大实施路径,农产品品牌价值创造及农产品品牌成长是最终驱动结果。电商助力农产品品牌成长,首先要充分利用其在供应链网络组织中的主导地位,加强自身位势建设;其次应搭建起开放、包容的赋能平台,深耕产业链,为农户、商家等输送金融、数据、物流、营销等资源;再次应联合产业链利益相关者打造可持续、可复制的电商驱动农产品品牌价值创造模式。20 initial categories and five main categories of e-commerce potential energy,e-commerce resource empowerment,e-commerce structure empowerment,brand value creation of agricultural products and brand growth of agricultural products through the grounded theoretical research method.Then,the authors summarize the factors of e-commerce driving brand value creation of agricultural products,constructs the e-commerce driving brand value creation mechanism composed of driving conditions,driving paths and driving results;and combined with the three modes of Jingdong fresh food platform,the rationality and feasibility of e-commerce driving agricultural products brand value creation mechanism are verified.The research shows:e-commerce potential energy is the precondition of the process of e-commerce driving the brand value creation of agricultural products;the e-commerce structure empowerment and e-commerce resource empowerment are the two implementation paths;and the final driving result is the creation of agricultural products brand value and the growth of agricultural products brand.The authors also put forward that,to make e-commerce help the growth of agricultural product brand,first,we should fully take advantage of its leading role in the network organization of the supply chain,and strengthen the construction of its potential energy;second,we should build the open and inclusive empower platform,deeply explore the industrial chain,and provide farmers and businesses with financial resources,data,logistic resources,marketing resources;and third,we should formulate the sustainable and reproducible mode of brand value creation mechanism of agricultural products driven by e-commerce jointly with other stake-holders.

关 键 词：电商 品牌价值创造 农产品 扎根理论 

分 类 号：F713.1[经济管理—产业经济]