基于价值共创的"粤字号"农产品区域品牌发展研究
Study on Regional Brand of Guangdong Agricultural Products Based on Value Co-creation
杨曼婷 1宁宾瑶2
作者信息
- 1. 华南农业大学,广东广州 510642
- 2. 韶关学院,广东韶关 512005
- 折叠
摘要
在当前农产品市场竞争中,品牌的作用越来越突出,"粤字号"农产品区域品牌正处在发展和构建阶段,如何整合各方资源,共同创造区域品牌价值,是当前我国农业品牌发展的核心问题.因此,本文基于价值共创理论,以"粤字号"农产品区域品牌为研究对象,从政府、企业、农户和消费者四个层面剖析其与品牌的交互作用机理,并给出相应的政策建议.
Abstract
In today's era,the importance of brand in the competition of agricultural products is becoming increasingly prominent.The regional brands of Cantonese agricultural products are in the developing and constructing stage.How to integrate all resources and create regional brand value together is the core problem of the development of agricultural brand in our country.Therefore,under the framework of value co-creation,this paper takes the regional brand of Guangdong Agricultural Products as the research object,analyzes the motivation and behavior of value chain participants interact with brands from four dimensions:government,enterprises,farmers and consumers,and puts forward corresponding suggestions.
关键词
价值共创/粤字号/农产品区域品牌Key words
value co-creation/Cantonese brand/regional brand of agricultural products引用本文复制引用
基金项目
广东省哲学社会科学规划2022年度青年项目(GD22YGL06)
出版年
2024
NETL
NSTL
万方数据