农产品区域公用品牌的农户增收效应研究——基于浙江省实地调研  

Study on the Income-increasing Effect of Collective Brands——A Field Investigation based on Zhejiang Province

作　　者：莫家颖 王玉静 黎东升 MO Jiaying;WANG Yujing;LI Dongsheng

机构地区：[1]浙江科技大学经济与管理学院,杭州310023

出　　处：《世界农业》2025年第5期69-81,共13页World Agriculture

基　　金：浙江省哲学社会科学规划课题之江青年专项“特色产业品牌赋能浙江省县域经济高质量发展的动力机制与实现路径研究”(24ZJQN120YB);浙江省软科学研究计划项目“数字赋能浙江省山区26县区域公用品牌建设的动力机制、实现路径与辐射带动效应研究”(2023C35073)。

摘　　要：农民增收是解决“三农”问题的核心之一。基于浙江省11个地级市34个行政村的812份调查数据,本文实证分析发现区域公用品牌发展对农产品销售收入有显著正向影响。以县域平均坡度作为工具变量控制内生性问题,该结论依然成立。机制分析发现,区域公用品牌不仅存在品牌溢价的直接增收效应,而且通过激励农业组织化、销售数字化和经营多元化,促进农户收入的增长,并显著增加了村民对共同富裕的正向预期。进一步异质性分析,普通农户与专业大户、家庭农场、专业合作社等新型农业经营主体类型的区域公用品牌增收效应都显著。同时,相对于新迁入的农户,本地与回流人群的增收效应更显著。乡村建设越完善、集体财务越透明、存在领军人物引领示范的乡村,区域公用品牌发展的农户增收效应越显著。据此,建议加强村集体干部与党员的引领示范,并将电商销售、参与农业组织化和多元化经营作为区域公用品牌建设的补充和延伸,通过抓特色多渠道的区域公用品牌建设为村民带来更多的销售增长与收入提升。Small farmers’income growth is one of the core problem in agriculture economics.Based on 812 survey data from 34 villages in Zhejiang province,regression analyses indicate that the development of collective brands has a significant positive impact on the sales of agricultural products.Using the average slope at the county level as an instrumental variable to address endogeneity issues,the conclusion remains robust.Mechanism analysis found that collective brands not only boost income directly through brand premium,but also drive income growth for farmers by promoting agricultural organization,e-commerce sales,and diversified operations.Additionally,the development of collective labels has significantly increased villagers’positive expectations for common prosperity.Further heterogeneity analysis found that the income increasing effect of collective brands is significant for both small farmers and new types of business entities such as specialized large-scale farmers,family farms,and specialized cooperatives.Meanwhile,compared to newly relocated farmers,the income increasing effect of local residents and returning migrants is more significant.In villages with well-established infrastructure,transparent village collective finances,and visionary leaders,the income-increasing effect of collective brands is more significant.Therefore,it is recommended to strengthen the exemplary role of the leaders,and support e-commerce sales,agricultural organization,and diversification of operations.

关 键 词：区域公用品牌 农产品销售收入 新型农业经营主体 农业组织化 经营多元化 

分 类 号：F323.7[经济管理—产业经济]