特色农产品绿色品牌生态系统价值共创动力机制案例研究  

Case Study on the Dynamic Mechanism of Value Co-Creation in the Green Brand Ecosystem of Characteristic Agricultural Products

作　　者：杨保军[1] 黄晓华[2] YANG Bao-jun;HUANG Xiao-Hua(School of Business,North Minzu University,Yinchuan 750021,China;Library,North Minzu University,Yinchuan 750021,China)

机构地区：[1]北方民族大学商学院,宁夏银川750021 [2]北方民族大学图书馆,宁夏银川750021

出　　处：《北方民族大学学报(哲学社会科学版)》2025年第2期133-140,共8页Journal of North Minzu University(Philosophy and Social Science)

基　　金：国家社会科学基金项目“双碳目标下西北地区特色农产品绿色品牌生态系统价值共创研究”(23BMZ062)。

摘　　要：特色农产品绿色品牌生态系统价值共创是多元主体协同的过程。基于复杂适应系统与商业生态系统理论,以宁夏贺兰山东麓葡萄酒产业为案例,从企业绿色产品品牌、产业绿色品牌到区域绿色品牌生态系统的演进过程进行梳理,分析了特色农产品绿色品牌生态系统的演进逻辑与价值共创动力机制。通过构建特色农产品绿色品牌生态系统价值共创动力机制模型,系统识别了特色农产品绿色品牌价值共创的内生动力机制和外生动力机制,内外生动力机制耦合对绿色品牌价值创造具有协同效应,各主体共同促进特色农产品绿色品牌生态系统的价值共创。案例揭示了西北地区特色农产品绿色品牌价值共创的微观行为逻辑与宏观生态规律,对特色农产品绿色品牌建设与乡村振兴具有重要参考价值。The value co-creation of green brand ecosystems for specialty agricultural products is a collaborative process involving multiple stakeholders.Based on Complex Adaptive Systems(CAS)and business ecosystem theories,this study examines the development of the green brand ecosystem in the wine industry along the eastern foothills of Helan Mountain in Ningxia.By analyzing the evolution from enterprise-level green product brands to industry-wide green brands,and ultimately to a regional green brand ecosystem,the study elucidates the evolutionary logic and dynamic mechanisms of value co-creation within green brand ecosystems for specialty agricultural products.A conceptual model of the value co-creation dynamic mechanism is constructed to dissect the endogenous and exogenous driving forces underlying this process.The coupling of internal and external mechanisms synergistically enhances green brand value creation,with all stakeholders collectively promoting value co-creation within the ecosystem.The case study reveals micro-behavioral patterns and macro-ecological principles of green brand value co-creation for specialty agricultural products in Northwest China,offering significant insights for green brand development and rural revitalization initiatives.

关 键 词：特色农产品 绿色品牌生态系统 价值共创 动力机制 

分 类 号：F327[经济管理—产业经济]