农产品区域公用品牌生态圈成长路径及形成机理——基于涪陵榨菜的纵向案例研究  

The Growth Path and Formation Mechanism of Public Brand Ecosphere in Agricultural Product Regions-Vertical Case Study Based on Fuling Zhacai

作　　者：李佛关 黄玲丹 张燚 Li Foguan;Huang Lingdan;Zhang Yi(School of Business Management,Chongqing Three Gorges University,Wanzhou;Department of Network&Information,Chongqing Safety Technology Vocational University;School of Journalism&Communication,Southwest University of Political Science&Law)

机构地区：[1]重庆三峡学院工商管理学院 [2]重庆安全职业技术学院网络与信息安全系 [3]西南政法大学新闻传播学院

出　　处：《宏观质量研究》2024年第4期115-128,共14页Journal of Macro-quality Research

基　　金：重庆市教委科技研究计划重点项目(KJZD-K202100302);重庆市教委人文社科重点研究基地项目(22SKJD121)的资助;教育部人文社会科学研究规划基金项目(20YJAZH051)。

摘　　要：农产品区域公用品牌建设是促进农业经济发展和实现乡村产业振兴的重要抓手。本文以农产品区域公用品牌生态圈作为研究对象,基于涪陵榨菜的纵向案例,运用扎根理论对农产品区域公用品牌生态圈成长路径及形成机理进行了探索性研究。涪陵榨菜农产品区域公用品牌生态圈的成长历程可分为品牌培育(2000年以前)、品牌注册与成长(2000-2009年)、品牌生态圈(2010年至今)三个阶段。研究发现:在品牌培育阶段,受实业救国思潮、改革开放、市场需求等因素的促进,核心主体政府协同企业、科研机构、合作组织、农户等相关主体,在榨菜种植加工技术探索、优良品种培育、加工等方面发挥了重要作用,涪陵榨菜得以孕育和发展;在品牌注册与成长阶段,在产业布局分散、加工技术落后、品牌少而弱等发展压力下,通过发挥政府的核心主体作用,龙头企业、合作社、科研机构、农户等的重要主体作用,涪陵榨菜得以注册和成长;在品牌生态圈阶段,在消费升级、利润率下降、产品同质化严重等发展压力下,通过发挥企业的核心主体作用,政府的重要(或边缘)主体作用,龙头企业、合作社、科研机构、农户等的重要主体作用,涪陵榨菜品牌生态圈得以形成和继续发展。The construction of regional public brand for agricultural products is an important means to promote the development of agricultural economy and achieve the revitalization of rural industries.This article takes the regional public brand ecosystem of agricultural products as the research object,based on the vertical case of Fuling Zhacai,and applies grounded theory to explore the growth path and formation mechanism of the regional public brand ecosystem of agricultural products.The growth process of the regional public brand ecosystem of Fuling Zhacai agricultural products can be divided into three stages:brand cultivation(before 2000),brand registration and growth(from 2000 to 2009),and brand ecosystem(from 2010 to present).Research has found that in the stage of brand cultivation,driven by factors such as the trend of saving the country through industry,reform and opening up,and market demand,the core government,in collaboration with relevant entities such as enterprises,scientific research institutions,cooperative organizations,and farmers,has played an important role in exploring the planting and processing technology of pickled vegetables,cultivating excellent varieties,and processing,enabling the breeding and development of Fuling Zhacai;In the stage of brand registration and growth,under the development pressure of scattered industrial layout,backward processing technology,and weak brands,Fuling Zhacai can be registered and grown by leveraging the core role of the government,leading enterprises,cooperatives,research institutions,farmers,and other important entities;In the stage of brand ecosystem,under development pressures such as consumption upgrading,declining profit margins,and severe product homogenization,the Fuling Zhacai brand ecosystem can be formed and continue to develop by leveraging the core role of enterprises,the important(or peripheral)role of the government,and the important role of leading enterprises,cooperatives,scientific research institutions,and farmers.

关 键 词：农产品区域公用品牌 生态圈 涪陵榨菜 成长路径 机理 

分 类 号：F323.5[经济管理—产业经济] F326.13