日本国产牛肉的价值创新和价格形成机制研究  

Study on the value creation and price formation mechanism of Japan’s domestic beef

作　　者：王晶 細野賢治 宋敏[2] WANG Jing;KENJI Hosono;SONG Min(Graduate School of Integrated Sciences for Life,Hiroshima University,Hiroshima 739-8511,Japan;Institute of Agricultural Resources and Regional Planning,Chinese Academy of Agricultural Sciences,Beijing 100081,China)

机构地区：[1]广岛大学统合生命科学研究科,日本广岛739-8511 [2]中国农业科学院农业资源与农业区划研究所,北京100081

出　　处：《农业现代化研究》2022年第5期834-844,共11页Research of Agricultural Modernization

基　　金：中国农业科学院科技创新工程资助(GY2022-19-3)。

摘　　要：随着农产品国际市场竞争加剧,东亚小规模农业如何在传统农产品价值基础上为消费者创造新价值,并通过产品外部要素、情景和社会经济因素等情感营销手段,构筑与欧美大规模农业差异化的市场竞争策略成为东亚农业可持续发展的关键。本文基于消费者价值理论框架,以日本国产牛肉市场为例,分析日本牛肉的多元化价值创新,探讨其价值实现机制。研究表明,为了应对农产品市场全球化带来的低成本竞争压力,日本牛肉产业通过品质提升、心理价值附加、社会功能充实和农耕文化挖掘等一系列价值创新战略,力争通过挖掘农业的多功能性,创造了多元化的牛肉价值体系,弥补东亚小规模农业面临的高成本劣势。但在这些价值构成中,一些价值存在隐蔽性,难以被消费者所认知、认可和支付;还有一些价值具有公共物品属性,消费者存在免费搭车倾向。对此,日本通过构建多元化价格形成机制和采取公共品牌建设等政策措施,在增进消费者价值认知,弥补支付意愿不足等方面取得的成就,对于同属东亚面临国际竞争压力的我国小规模农业,如何构建多元化农产品价值体系克服成本竞争劣势,提升国际竞争力具有借鉴意义。With the intensification of competition in the international market of agricultural products,how small-scale agriculture in East Asia can create new value for consumers based on the value of traditional agricultural products,and through the emotional marketing methods such as product external factors,scenarios and socio-economic factors,building a market competition strategy that is differentiated from the large-scale agricultural consumer goods supply system in Europe and the United States has become a key to sustainable agricultural development in East Asia.Based on the framework of consumer value theory,this paper takes the Japanese beef market as an example to analyze the diversified value creation of Japan’s beef and discusses its value realization mechanism.The study found that in order to cope with the pressure of low-cost competition brought about by the globalization of the agricultural product market,the Japanese beef industry is trying to utilize the diversity of agricultural products and establish a diverse beef value composition.A system to compensate for the high cost disadvantages faced by small-scale farms in East Asia.It is found that the Japanese beef industry has created a diversified beef value system through a series of value creation strategies,including quality improvement,psychological value addition,social and cultural enrichment.However,some of these values are hidden and difficult to be recognized and paid by consumers.There are also some values that have public goods attributes and external benefits,and consumers tend to be free-riders.In this regard,Japan has promoted the establishment of a value exchange mechanism centered on specialized beef grading and a diversified price formation mechanism based on market auctions and bidding.These policies and measures have made achievements in enhancing consumers’value cognition and making up for insufficient willingness to pay.For small-scale farms in China,which are also under the pressure of international competition in East Asia,how to

关 键 词：食用农产品 价值论 价值认知 日本牛肉市场 价格形成 情感营销 

分 类 号：F304.3[经济管理—产业经济]