The creation of regional public brands is an important path to promote the revitalization of rural industries and to solve the problem of human capital accumulation in the countryside.With unique brand advantages,relying on the organic integra-tion of brand building and rural human capital accumulation,and with the help of"small production"and"big market",region-al public brands of agricultural products have reconstructed the human capital elements in the process of strengthening the re-gional industrial economy and boosting the high quality and efficiency of industries.The human capital element has been recon-structed in the process of strengthening the regional industrial economy and promoting the high quality and high efficiency of the industry,and the"collective human capital"composed of farmers,dragon-head enterprises,industry associations and other parties has been cohesively formed through three ways,namely,brand sharing,social recognition and collective action.Among them,brand sharing strengthens the interest linkage mechanism and sharing and cooperation mechanism of multi-par-ty subjects,social identity awakens individuals'awareness of the brand group to which they belong,and better matches the goals and cooperation between the self and the group,and collective action promotes horizontal"complementary-coopera-tion"relationship and vertical"cooperation"relationship,and collective action promotes"collective human capital".Collective action promotes the formation of horizontal"complementary-cooperation"relationship and vertical"input-output"rela-tionship,and improves the synergistic and innovative ability of brand participating subjects.This study helps to reveal the in-ternal logic of agricultural branding to activate the new kinetic energy of modern agriculture,and provides theoretical support for the realization of the structural and functional linkage of internal elements for rural revitalization.
关键词
农产品区域公用品牌/集体人力资本/品牌共享/社会认同/集体行动
Key words
regional public brand of agricultural products/collective human capital/brand sharing/social identity/collective ac-tion
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