Study on the Action Logic of Agricultural Enterprises Participating in Rural Revitalization from the Perspective of Value Co-creation
Agricultural enterprises are the backbone of the overall promotion rural revitalization,and have obvious advantages in perfecting the rural industrial system,raising the level of agricultural science and technology,and driving farmers to increase income.Based on the perspective of value co-creation,this paper take the practice of participation in rural revitalization of Wynn Food Group Co.,Ltd.,as an example to explore the action logic of agricultural enterprises in rural revitalization.The results of the study showed that agricultural enterprises were deeply involved in rural revitalization along the action logic of"value proposition—value creation—value sharing",whose value propositions for participation in rural revitalization were diversified.Driven by diversified value propositions,it continuously created economic,environmental and social values through technological innovation,industrial chain upgrading,model innovation of uniting and promoting agriculture.and participation in rural construction,etc.It also achieved win-win value through the construction of formal and informal systems,and ultimately promoted the comprehensive rural revitalization.
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