乡村品牌身份重构如何助力乡村振兴?——基于贵州“村超”的探索性案例研究  

How Does Rural Brand Identity Reconstruction Contribute to Rural Revitalization?An Exploratory Case Study Based on the"Village Super League"in Guizhou

作　　者：王泽宇 周翔 王增文[3] 王英奇 邓智平[4] Wang Zeyu;Zhou Xiang;Wang Zengwen;Wang Yingqi;Deng Zhiping(School of Public Administration,Guangzhou University;School of Management,Guangzhou University;Social Security Research Center,Wuhan University;Institute of Reform,Opening-up,and Modernization,Guangdong Academy of Social Sciences)

机构地区：[1]广州大学公共管理学院 [2]广州大学管理学院 [3]武汉大学社会保障研究中心 [4]广东省社会科学院改革开放与现代化研究所

出　　处：《管理世界》2025年第3期93-112,共20页Journal of Management World

基　　金：国家社会科学基金“AI大数据赋能学生思想动态观测与干预策略研究”(基金号:24VSZ170);教育部人文社会科学研究青年基金“AI技术对数字平台开发式创新的负面影响机制与治理策略研究”(基金号:24YJC630317);国家自然科学基金“‘注意力稀缺’压力下的数字创业机制研究:基于信号理论的视角”(基金号:71902047)的资助。

摘　　要：乡村是中国社会的基础。鉴于乡村的资源积累相对薄弱,利用特色品牌建设来吸引利益相关者的资源投入已经成为推动乡村发展的重要途径。本文将乡村视为品牌社群,运用最优区分理论,以贵州省榕江县“村超”带动乡村发展的实例为切入点,深入探究乡村如何凭借品牌身份构建来动员利益相关者资源投入的机制逻辑。具体而言,欠发达乡村可以通过两种身份区分机制——内化式平衡与外衍式平衡,逐步强化对内外部利益相关者的资源动员效果。一方面,通过内化式平衡,乡村能够重新凝聚内部的利益相关者,共同培育出具有地方特色的核心竞争力;另一方面,借助外衍式平衡,乡村进一步整合外部利益相关者,吸引并汇聚优质资源,携手推进核心竞争力的深度开发,进而为乡村振兴注入了持久的发展活力。此发现不仅为乡村振兴战略提供了微观关系战略层面的实践启示,同时也拓宽了身份构建理论与最优区分理论在实践中的应用范畴。The countryside serve as the foundation of Chinese society.Given the relatively limited resource accumulation in rural areas,leveraging distinctive brand development to attract resource investments from stakeholders has become an important pathway for rural revitaliza⁃tion.This study conceptualizes rural communities as brand collectives and applies optimal distinctiveness theory,using the case of Rongjiang County's"Village Premier League"in Guizhou Province as an entry to explore the mechanisms by which rural areas mobilize stakeholder re⁃sources through brand identity construction.Specifically,underdeveloped villages can strengthen their resource mobilization by leveraging two identity differentiation mechanisms—internalized balance and externalized balance.On the one hand,through internalized balance,rural com⁃munities can re-engage internal stakeholders,collectively cultivating core capabilities rooted in local distinctiveness.On the other hand,through externalized balance,rural areas further integrate external stakeholders,attracting and consolidating high-quality resources to jointly advance the deep development of core capabilities,thereby injecting sustainable momentum into rural revitalization.These findings not only provide practical implications for micro-level governance in rural revitalization strategies but also extend the application of identity construc⁃tion and optimal distinctiveness theory in practice.

关 键 词：乡村振兴 关系战略 品牌身份 身份建构 最优区分 

分 类 号：F42[经济管理—产业经济]