基于扎根理论的海水稻大米绿色品牌培育模式与策略研究
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摘要
农产品品牌化战略是转变农业发展方式的必经之路。"袁米"海水稻大米品牌的高效运营,对农产品品牌培育研究具有重要实践意义。本文以此为研究对象,运用扎根理论研究方法展开分析,探究海水稻大米绿色品牌培育模式:政府科研资助、农业企业运营和商业融资为代表的多方合作形式,精准定位市场需求,搭建品牌培育平台,通过研产销一体化渠道,实现海水稻大米绿色品牌价值认同。由此表明,政府科研资助、农业企业及商业融资协同运营,利用"互联网+农业"发展方式,可有效培育海水稻大米绿色品牌;为推动海水稻产业化发展,改良盐碱地,坚守耕地红线,提供有效措施;对于促进实现农业供给侧结构性改革,意义深远。
The brand strategy of agricultural products is the only way to change the mode of agricultural development. The efficient operation of the brand of "Yuan Mi"sea rice has important practical significance for the research of agricultural product brand cultivation. As the research object in this paper,we use the method of grounded theory research to analysis,and explore the sea rice green brand cultivation mode: government research funding,agricultural enterprises operation and business financing as a representative form of multi-party cooperation,on the basis of accurate positioning,according to the market demand to build brand cultivation platform,through the establishment of integrated production and marketing channels,realize the value of rice green brand identity. This shows that the government research funding,agricultural enterprises and commercial financing cooperation operation,and use the"Internet + agriculture"development model,can effectively cultivate the green brand of sea rice. To promote the industrialization of sea rice,improve saline-alkali land,adhere to the red line of arable land,this model provides effective measures. And it has far-reaching significance to promote the realization of agricultural supply-side structural reform.
The brand strategy of agricultural products is the only way to change the mode of agricultural development. The efficient operation of the brand of "Yuan Mi"sea rice has important practical significance for the research of agricultural product brand cultivation. As the research object in this paper,we use the method of grounded theory research to analysis,and explore the sea rice green brand cultivation mode: government research funding,agricultural enterprises operation and business financing as a representative form of multi-party cooperation,on the basis of accurate positioning,according to the market demand to build brand cultivation platform,through the establishment of integrated production and marketing channels,realize the value of rice green brand identity. This shows that the government research funding,agricultural enterprises and commercial financing cooperation operation,and use the"Internet + agriculture"development model,can effectively cultivate the green brand of sea rice. To promote the industrialization of sea rice,improve saline-alkali land,adhere to the red line of arable land,this model provides effective measures. And it has far-reaching significance to promote the realization of agricultural supply-side structural reform.
引文
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19.周云峰,李翠霞.基于公共产品理论的区域品牌建设研究.世界农业,2015(6):37~39+48
2.Jha S.K.,Pinsonneault A.,DubéL.The evolution of an ict platform-enabled ecosystem for poverty alleviation:The Case of ekutir.MIS Quarterly,2016,40(2):431~446
3.Layder D.New strategies in social research.Cambridge:Polity Press,1983:50~58
4.Leek S.,Christodoulides G.A framework of brand value in B2B markets:the contributing role of functional and emotional components.Industrial Marketing Management,2012,41(1):106~114
5.Leong C.,Pan S.L.,Newell S.,Cui L.The emergence of self-organizing e-commerce ecosystems in remote villages of China:a tale of digital empowerment for rural development.MIS Quarterly,2016,40(2):475~484
6.Montgomery,N.V.,Raju S.,Desai K.K.,Unnava H.R.When good consumers turn bad:psychological contract breach in committed brand relationships.Journal of Consumer Psychology.2018,28(3):437~449
7.Ravikumar R.Determinants of brand preference in drip irrigation system with special reference to coconut farmers.International Research Journal of Agricultural Economics and Statistics,2018,9(1):35~42
8.陈通,青平,刘贝贝.农产品品牌关系质量影响消费者负面口碑传播倾向的实验研究.农业技术经济,2017(9):36~44
9.贾旭东,衡量.基于扎根精神的中国本土管理理论构建范式初探.管理学报,2016(3):336~346
10.柯炳生.盐碱地改良任务紧迫,要因地制宜、积极探索.中国农资,2018(30):21
11.刘舜佳,张雅.农产品贸易知识溢出的环境效应研究.农业技术经济,2018(7):119~131
12.王美霞.社群认同、品牌延伸评价与顾客感知.商业经济研究,2018(16):57~59
13.许晖,邓伟升,冯永春,雷晓凌.品牌生态圈成长路径及其机理研究---云南白药1999-2015年纵向案例研究.管理世界,2017(6):122~140+188
14.俞乃畅.农业供给侧改革下“一村一品”发展现状、问题与对策.中国市场,2018(27):25~27
15.尹世久,高杨,吴林海.构建中国特色食品安全社会共治体系.人民出版社,2017
16.朱烈夫,汪沛,张志涛,张晓晓.合作社视角下的林产品品牌建设问题研究---以四川珙县核桃产业为例.中国林业经济,2017(6):1~6
17.张省,唐嵩,龙冬.产学研用协同创新供需匹配机制的理论框架---基于扎根理论的多案例研究.软科学,2017(11):57~61
18.钟艳.农业品牌经营与管理研究.农业经济问题,2018(7):141~142
19.周云峰,李翠霞.基于公共产品理论的区域品牌建设研究.世界农业,2015(6):37~39+48