区域农业品牌提升小农户可持续生计的机制研究  

Mechanism of regional agricultural branding in enhancing smallholder Farmers'sustainable livelihood

作　　者：袁文华 李慧琳 YUAN Wenhua;LI Huilin(Business School,Shandong Normal University,Jinan 250358,China)

机构地区：[1]山东师范大学商学院,山东济南250358

出　　处：《山西农业大学学报(社会科学版)》2025年第2期60-70,共11页Journal of Shanxi Agricultural University:Social Science Edition

基　　金：国家自然科学基金“区域特色农业品牌对小农户生计资本与农业绿色发展的影响机制及情景模拟研究”(42301242);教育部人文社科项目“区域农业品牌嵌入下农户生计资本对农业生产效率的驱动机制与政策调控研究”(22YJC790158);山东省社会科学规划研究专项(重大理论和现实问题协同创新研究专项)“山东省黄河流域全域生态产品价值实现机制与路径优化研究”(24CCXJ12)。

摘　　要：区域农业品牌发展是实现小农户与现代农业有机衔接的重大举措,探究农业品牌对小农户可持续生计的作用机制是实现“品牌富农”的关键。现有研究侧重消费端,忽视对生产端和农户行为,致使先进生产方式难以落地。研究从农产品标准化、品牌组织化和品牌溢价角度分析农业品牌对小农户可持续生计的作用机制,运用SLA框架探讨生计资本期望差异下农户对品牌农业的反馈效果,厘清二者间协同关系,揭示区域农业品牌对小农户可持续生计的作用过程与实践难点,并提出建议。突破传统扶贫视角,关注市场导向区域农业品牌政策对农户生计资本的影响,拓展农户生计研究思路,完善相关理论体系,对助力“乡村振兴与共同富裕”的实现具有重要现实意义。The development of regional agricultural branding is crucial for integrating smallholder farmers with modern agriculture.Understanding how agricultural branding enhances their sustainable livelihoods is key to achieving"prosperity through branding".Existing research often focuses on consumption but overlooks production and farmers behavior,impeding the adoption of advanced practices.This study evaluates the impact of branding on smallholder livelihoods through product standardization,brand organization,and brand premium.Using the Sustainable Livelihoods Approach(SLA),it examines how differences in livelihood capital influence farmers'responses to branded agriculture and clarifies the synergistic effects.It identifies the process and challenges of branding's impact on smallholder livelihoods and offers recommendations.This research shifts the focus from traditional poverty alleviation to market-driven branding policies,expanding livelihood studies and offering insights for rural revitalization and shared prosperity.

关 键 词：区域农业品牌 可持续生计 小农户 脆弱性 

分 类 号：F301.23[经济管理—产业经济]