Abstract:

The regional public brand of agricultural products is an important focus of the agricultural brand construction. However, it is difficult to form an effective market-oriented supply mechanism of public goods in the low-level and underdeveloped stage of development. Based on the on the basis of theoretical construction, the study uses the grounded theory to code and verify 10 successful regional public brands of agricultural products. The results of the study are as follows: the key to the success of the case brands is to build “double engines” of the government and the market; the “engine” of the government is mainly reflected in two aspects: the perfect governance system and governance ability; the “engine” of the market is mainly reflected in the ability of leading enterprises and enterprise principals; the “engine” of the government affects the realization and the development level of the “engine” of the market; the “double engines” jointly affect the other participants’ enthusiasm and willingness to invest and brand awareness, and ultimately affect the construction performance of the regional public brand of agricultural products, including improving the regional brand image, increasing the premium level of agricultural products, achieving rural revitalization and increasing farmers’ income, and enhancing the integration efficiency of rural primary, secondary and tertiary industries.

Key words: Regional Public Brand of Agricultural Products, Government Engine, Market Engine, Double Engines

摘要：

农产品区域公用品牌是当前农业品牌建设的重点,但在发展的低级和不发达阶段,难以形成有效的公共物品市场化供给机制。本文在理论建构的基础上,运用扎根理论研究方法,对遴选的10个较成功的农产品区域公用品牌进行了编码分析。结论如下:构建政府与市场“双强引擎”是案例品牌取得成功的关键;政府“强引擎”主要体现在完善的治理体系和较强的治理能力两个方面;市场“强引擎”主要体现在龙头企业和企业负责人能力强;政府“强引擎”影响着市场“强引擎”的实现和发展水平,“双强引擎”则共同影响其他主体的参与积极性、投入意愿和品牌意识等,最终影响农产品区域公用品牌的建设绩效,包括提升区域公用品牌形象、提高农产品溢价水平、实现乡村振兴与农民增收、提高农村一二三产业融合效能等。

关键词: 农产品区域公用品牌, 政府强引擎, 市场强引擎, 双强引擎