摘要
从农业区域品牌价值共创的内涵、要素构成以及运作过程三方面构建农业区域品牌价值共创模式的理论框架,并以农业区域品牌“丽水山耕”为例,结合其商业实践与创新活动过程,分析农业经营主体的价值共创行为,总结其品牌价值共创模式。研究发现,农业区域品牌价值共创包括角色、平台、动作三大要素,其中平台是农业区域品牌经营主体实施价值共创战略的重要载体,“丽水山耕”品牌价值共创各相关利益主体在为农服务平台上进行信息共享、资源整合、参与互动,实现合作共生,进而实现“丽水山耕”品牌价值创新。在未来农业区域品牌价值共创战略实践中,政府要加强宏观管理和调控,完善政府职能;培养一批强有力的经营组织,加强示范作用。
The theoretical framework of the value co-creation mode of agricultural regional brand was constructed from three aspects of connotation,element composition and operation process.By taking the agricultural regional brand"Lishui Mountain Cultivation"as an example,the value co-creation behavior of agricultural management entities was analyzed and its value co-creation mode of brand was summarized combined with its commercial practice and innovation activities.The study found that the value co-creation of agricultural regional brand included three major elements:role,platform and action,of which the platform was an important carrier for the agricultural regional brand management entities to implement the value co-creation strategy.All relevant stakeholders of the brand value co-creation of"Lishui Mountain Cultivation"shared the information,integrated the resources and participated in the interaction on the service platform for agriculture,so as to realize the cooperation and co-existance,and achieve the brand value innovation of"Lishui Mountain Cultivation".In the future strategic practices of agricultural regional brand value co-creation,the government should strengthen the macro-management and regulation,perfect the government functions,train a batch of powerful management organization,and strengthen the demonstration effect.
作者
陆宣伊
张月莉
LU Xuan-yi;ZHANG Yue-li(College of Economics and Management,Zhejiang Agriculture and Forestry University,Hangzhou,Zhejiang 311300,China)
出处
《福建农业科技》
CAS
2021年第8期65-71,共7页
Fujian Agricultural Science and Technology
基金
浙江省高校重大人文社科攻关计划项目(2021GH034)。
关键词
农业区域品牌
价值共创
“丽水山耕”品牌
Agricultural regional brand
Value co-creation
Lishui Mountain Cultivation
