高端特色品牌农业的理论与实证研究
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摘要
在新的历史发展时期，选择什么样的发展道路才能有效推动我国现代农业的发展、切实促进生产发展和农民增收等社会主义新农村建设目标的实现，已经成为全国上下各级党委政府农业经济工作的首要决策问题。2003年以来，山东省平度市依托域内特色农业资源，以生产发展和农民增收为目标，大力发展高端特色品牌农业，有效促进了域内农业生产的发展和农民收入的增加，取得了显著的经济成效，走出了一条特色鲜明的现代农业发展道路。鉴于此，本文综合运用数理模型分析、经济计量分析、描述统计分析和案例研究方法，系统探讨“什么是高端特色品牌农业”、“如何发展高端特色品牌农业”、“农户对高端特色品牌农业政策的认知水平受哪些因素影响”、“哪些因素影响农户参与高端特色品牌农业生产的决策选择”和“高端特色品牌农业的经营绩效怎样”等五个问题，旨在明确高端特色品牌农业的内涵特征，提出高端特色品牌农业的发展机制，阐明高端特色品牌农业战略框架下农户政策认知影响因素的作用机制，揭示高端特色品牌农业战略框架下的农户行为响应机制，以便为新时期我国现代高效农业发展模式的选择实施提供相关参考。
通过理论分析和实证研究，本文得出以下主要研究结论：
1、高端特色品牌农业主要是指一种以生产发展和农民增收为主要目标，凭借具有地域特色的农业资源禀赋，以农业生产高新技术应用为支撑，以城镇居民高收入消费群体为主要营销对象，生产经营科技含量高、优质、无公害、绿色、有机农产品，通过打造知名农产品品牌和实施品牌营销，充分利用品牌溢价效应，最大程度地提升农产品的附加价值，确保农户最终实现经济效益最大化的现代农业发展模式。
2、发展高端特色品牌农业应坚持可持续发展原则、经济效益原则、市场导向原则和区域分工原则。通过对决策地区农业资源禀赋普查和科学评估，判别各地优势农产品并保持和提升其特色优势，在创建农产品品牌的基础上，明确高端特色品牌农业中各个利益相关者的角色定位，结合地域实际选择合适的高端特色品牌农业组织运行机制，同时强化和完善高端特色品牌农业的技术支撑机制、风险防范机制和制度监督保障机制建设，如此方能有效推动高端特色品牌农业的全面纵深发展。
3、实证结果表明，农户对高端特色品牌农业政策的知晓度很高，但其认知程度偏低。通过Ordinal回归分析，结果发现：在5%的显著性水平下，户主性别、家庭收入水平、农产品商品化程度、农户与人交流频率、大众传播强度和政府支持力度是影响农户高端特色品牌农业政策认知程度的主要因素；通过Logistic回归分析，结果表明：家庭收入水平、农户生产专业化程度、农户芹菜种植经历和农产品销售便利程度是影响农户参与高端特色品牌农业生产的关键因素；其他因素对高端特色品牌农业发展框架下农户政策认知水平及其生产参与决策没有显著影响。
4、在高端特色品牌农业发展战略实施框架下，追求经济利润最大化的微观农户将会做出增加生产要素投入，亦即扩大农业生产规模的理性选择；在其他影响因素相对不变的条件下，农户的产出水平也会相应的提高，由此面对较高水平的农产品市场价格，农民增收也就成为必然。来自山东省平度市“马家沟芹菜”的案例分析表明，发展高端特色品牌农业确实能够调动域内广大农户的生产积极性，不仅促进了特色农产品生产经营规模的扩大，而且也大幅提高了农户的经济收入水平。
根据上述研究结论，本项研究提出以下政策建议：
1、大力发展高端特色品牌农业，形成或建立一个相对完善的、强大的高端特色品牌农产品体系。
2、加大对农村中介组织（特别是农民经济或技术合作组织）建设的扶持力度，推广“农户+中介组织+公司”的高端特色品牌农业订单组织运行模式，并充分发挥村委成员的监督作用。
3、鼓励和支持带动能力强、市场经营水平高的高端特色品牌农产品加工企业拓展业务经营范围和销售市场半径，政府部门为它们在资金、税收、技术以及信息服务等诸多方面提供相应的优惠政策。
4、政府工商、质监部门应加强对高端特色品牌农业发展的监督管理力度。
5、加强农业科技人才队伍建设，重视农业R&D人力资源的培养和开发。
6、建立高端特色品牌农业风险防范基金。
7、提高政府对农村传播事业财政投入力度，完善农村大众传播基础设施，依托村委构建良好的人际沟通平台。
8、加强农产品批发交易市场建设，提高农产品商品化程度，依托种植能手和经营大户推广高端特色品牌农产品生产经营活动，鼓励并支持农户进行规模化经营。
In the new historical period, it has become the most important decision problem for thenational party committees at all levels and government agricultural economy work to choose whatkind of development path which is effective in promoting the realization of the goal of the newsocialist countryside construction. Since2003, based on local characteristic agriculture resources,Pingdu city of Shandong province has developed the top characteristic brand agriculture andeffectively promoted the development of the local agricultural production and the increase offarmers' income. In view of this, this study will use mathematical model analysis, econometricanalysis, statistical analysis and case study methods to systematically discuss "what is the topcharacteristic brand agriculture ","how to develop the top characteristic brand agriculture ","What are the factors affecting the policy cognition of agricultural households ","what are thefactors affecting farmers’ participation in production decisions " and " What is the performance "etc. Through theoretical analysis and empirical research, this subject draws the followingconclusions:
1. The top characteristic brand agriculture is a modern agriculture development model, whichaims to develop production and improve farmers' income. With the agricultural resourcesendowment which with the local characteristics, this agricultural industry is supported byhigh-tech applications; chooses high-income urban residents consumers as main marketing object,to product and operate high technology, quality, pollution-free, green, organic agriculturalproducts. In order to ensure the farmers’ maximum economic benefits, this agriculture industrycreates a well-known agricultural products brand and implements brand marketing, and makes fulluse of the brand premium effect to maximize the added value of agricultural products.
2. In the development of top characteristic brand agriculture, we should adhere to theprinciple of sustainable development, the principle of economic benefit, the principle of regionaldivision and the market-oriented principle. Based on the agricultural resource endowment surveyand scientific assessment of the area, the local government can discriminate the dominantagricultural produce, maintain and enhance its characteristic advantage. on the basis of creating abrand of agricultural produce, clearly understand the role of every stakeholder in top characteristicbrand agriculture, choose the right organization operational mechanism based on the local realities,strengthen and improve the construction of technical support mechanism、 risk preventionmechanism and system safeguards mechanism, so that we can promote more comprehensive andin-depth development of top characteristic brand agriculture.
3. The empirical results show that, farmers’ awareness level of top characteristic brandagriculture policy is very high, but the cognition degree is on the low side. The results of Ordinalregression analysis show that: under the significance level of5percent, householder’s gender,family income level, agricultural produce’s commercialization rate, farmer’s communicationfrequency, intensity of mass communication and government support are the main factors thatinfluence the farmers’ cognition of top characteristic brand agriculture policy; the results ofLogistic regression analysis show that: family income level, farmer’s production specialization degree, farmer’s celery cultivation experience and agricultural products’ convenience degree ofsales are the main factors that influence farmers’ participation behavior of top characteristic brandagriculture production; other factors has no significant impact on farmers’ policy cognition leveland production participation behavior of top characteristic brand agriculture.
4.Under the development strategy’s implementation framework of top characteristic brandagriculture, the farmers that pursue the profit maximization will make the rational choice ofincreasing the investment of production factors, which means expanding the scale of agriculturalproduction; in the condition that the other influencing factors don’t change relatively, farmer’soutput level will increase accordingly, which means higher market prices level of agriculturalproducts, so farmers’ income will increase inevitably. The case analysis of “Majiagou celery”from Pingdu city in Shandong province shows that the development of top characteristic brandagriculture can really arouse local farmers’ production enthusiasm. It can not only promote thescale expending of characteristic agricultural products, but also greatly increase the level offarmers’ income. Based on the above research conclusion, this study put forward the followingsuggestions:
1. Develop Top Characteristic Brand Agriculture, form or establish a relatively perfect,powerful Top Characteristic Brand Agriculture system.
2. Increase rural intermediary organization (especially the peasants' economic or technicalcooperation organization) construction support, promote a Top Character-istic Brand Agricultureorder organization operation mode:"peasant household+intermediary organization+company",and give full play to the members of the village supervisory role.
3. Encourage and support those Top Characteristic Brand Agriculture products processingenterprises who are with powerful driving force and high market management level to developbusiness scope and sales market radius, the government departments provide correspondingpreferential policies for them in money, tax revenue, technology and information service etc.
4. The government of industry and commerces and qualitative inspect branch shouldstrengthen the supervision of the characteristic brand Top Characteristic Brand Agriculturedevelopment.
5. Strengthen the construction of agricultural science and technology talent team, and paymore attention to the cultivation and development of the human resources of agricultural R&D.
6. Build Top Characteristic Brand Agriculture risk prevention fund.
7. Increase the rural spreading financial investment, improve the rural public communicationinfrastructure and build a good village-relyed interpersonal communication platform.
8. Strengthen agricultural products wholesale market construction, improve the degree ofcommercialization of agricultural products, rely on the grain fingers and the large housholds topromote Top Characteristic Brand Agriculture production and operating activities, and encourageand support the peasants households to scale up their production.
通过理论分析和实证研究，本文得出以下主要研究结论：
1、高端特色品牌农业主要是指一种以生产发展和农民增收为主要目标，凭借具有地域特色的农业资源禀赋，以农业生产高新技术应用为支撑，以城镇居民高收入消费群体为主要营销对象，生产经营科技含量高、优质、无公害、绿色、有机农产品，通过打造知名农产品品牌和实施品牌营销，充分利用品牌溢价效应，最大程度地提升农产品的附加价值，确保农户最终实现经济效益最大化的现代农业发展模式。
2、发展高端特色品牌农业应坚持可持续发展原则、经济效益原则、市场导向原则和区域分工原则。通过对决策地区农业资源禀赋普查和科学评估，判别各地优势农产品并保持和提升其特色优势，在创建农产品品牌的基础上，明确高端特色品牌农业中各个利益相关者的角色定位，结合地域实际选择合适的高端特色品牌农业组织运行机制，同时强化和完善高端特色品牌农业的技术支撑机制、风险防范机制和制度监督保障机制建设，如此方能有效推动高端特色品牌农业的全面纵深发展。
3、实证结果表明，农户对高端特色品牌农业政策的知晓度很高，但其认知程度偏低。通过Ordinal回归分析，结果发现：在5%的显著性水平下，户主性别、家庭收入水平、农产品商品化程度、农户与人交流频率、大众传播强度和政府支持力度是影响农户高端特色品牌农业政策认知程度的主要因素；通过Logistic回归分析，结果表明：家庭收入水平、农户生产专业化程度、农户芹菜种植经历和农产品销售便利程度是影响农户参与高端特色品牌农业生产的关键因素；其他因素对高端特色品牌农业发展框架下农户政策认知水平及其生产参与决策没有显著影响。
4、在高端特色品牌农业发展战略实施框架下，追求经济利润最大化的微观农户将会做出增加生产要素投入，亦即扩大农业生产规模的理性选择；在其他影响因素相对不变的条件下，农户的产出水平也会相应的提高，由此面对较高水平的农产品市场价格，农民增收也就成为必然。来自山东省平度市“马家沟芹菜”的案例分析表明，发展高端特色品牌农业确实能够调动域内广大农户的生产积极性，不仅促进了特色农产品生产经营规模的扩大，而且也大幅提高了农户的经济收入水平。
根据上述研究结论，本项研究提出以下政策建议：
1、大力发展高端特色品牌农业，形成或建立一个相对完善的、强大的高端特色品牌农产品体系。
2、加大对农村中介组织（特别是农民经济或技术合作组织）建设的扶持力度，推广“农户+中介组织+公司”的高端特色品牌农业订单组织运行模式，并充分发挥村委成员的监督作用。
3、鼓励和支持带动能力强、市场经营水平高的高端特色品牌农产品加工企业拓展业务经营范围和销售市场半径，政府部门为它们在资金、税收、技术以及信息服务等诸多方面提供相应的优惠政策。
4、政府工商、质监部门应加强对高端特色品牌农业发展的监督管理力度。
5、加强农业科技人才队伍建设，重视农业R&D人力资源的培养和开发。
6、建立高端特色品牌农业风险防范基金。
7、提高政府对农村传播事业财政投入力度，完善农村大众传播基础设施，依托村委构建良好的人际沟通平台。
8、加强农产品批发交易市场建设，提高农产品商品化程度，依托种植能手和经营大户推广高端特色品牌农产品生产经营活动，鼓励并支持农户进行规模化经营。
In the new historical period, it has become the most important decision problem for thenational party committees at all levels and government agricultural economy work to choose whatkind of development path which is effective in promoting the realization of the goal of the newsocialist countryside construction. Since2003, based on local characteristic agriculture resources,Pingdu city of Shandong province has developed the top characteristic brand agriculture andeffectively promoted the development of the local agricultural production and the increase offarmers' income. In view of this, this study will use mathematical model analysis, econometricanalysis, statistical analysis and case study methods to systematically discuss "what is the topcharacteristic brand agriculture ","how to develop the top characteristic brand agriculture ","What are the factors affecting the policy cognition of agricultural households ","what are thefactors affecting farmers’ participation in production decisions " and " What is the performance "etc. Through theoretical analysis and empirical research, this subject draws the followingconclusions:
1. The top characteristic brand agriculture is a modern agriculture development model, whichaims to develop production and improve farmers' income. With the agricultural resourcesendowment which with the local characteristics, this agricultural industry is supported byhigh-tech applications; chooses high-income urban residents consumers as main marketing object,to product and operate high technology, quality, pollution-free, green, organic agriculturalproducts. In order to ensure the farmers’ maximum economic benefits, this agriculture industrycreates a well-known agricultural products brand and implements brand marketing, and makes fulluse of the brand premium effect to maximize the added value of agricultural products.
2. In the development of top characteristic brand agriculture, we should adhere to theprinciple of sustainable development, the principle of economic benefit, the principle of regionaldivision and the market-oriented principle. Based on the agricultural resource endowment surveyand scientific assessment of the area, the local government can discriminate the dominantagricultural produce, maintain and enhance its characteristic advantage. on the basis of creating abrand of agricultural produce, clearly understand the role of every stakeholder in top characteristicbrand agriculture, choose the right organization operational mechanism based on the local realities,strengthen and improve the construction of technical support mechanism、 risk preventionmechanism and system safeguards mechanism, so that we can promote more comprehensive andin-depth development of top characteristic brand agriculture.
3. The empirical results show that, farmers’ awareness level of top characteristic brandagriculture policy is very high, but the cognition degree is on the low side. The results of Ordinalregression analysis show that: under the significance level of5percent, householder’s gender,family income level, agricultural produce’s commercialization rate, farmer’s communicationfrequency, intensity of mass communication and government support are the main factors thatinfluence the farmers’ cognition of top characteristic brand agriculture policy; the results ofLogistic regression analysis show that: family income level, farmer’s production specialization degree, farmer’s celery cultivation experience and agricultural products’ convenience degree ofsales are the main factors that influence farmers’ participation behavior of top characteristic brandagriculture production; other factors has no significant impact on farmers’ policy cognition leveland production participation behavior of top characteristic brand agriculture.
4.Under the development strategy’s implementation framework of top characteristic brandagriculture, the farmers that pursue the profit maximization will make the rational choice ofincreasing the investment of production factors, which means expanding the scale of agriculturalproduction; in the condition that the other influencing factors don’t change relatively, farmer’soutput level will increase accordingly, which means higher market prices level of agriculturalproducts, so farmers’ income will increase inevitably. The case analysis of “Majiagou celery”from Pingdu city in Shandong province shows that the development of top characteristic brandagriculture can really arouse local farmers’ production enthusiasm. It can not only promote thescale expending of characteristic agricultural products, but also greatly increase the level offarmers’ income. Based on the above research conclusion, this study put forward the followingsuggestions:
1. Develop Top Characteristic Brand Agriculture, form or establish a relatively perfect,powerful Top Characteristic Brand Agriculture system.
2. Increase rural intermediary organization (especially the peasants' economic or technicalcooperation organization) construction support, promote a Top Character-istic Brand Agricultureorder organization operation mode:"peasant household+intermediary organization+company",and give full play to the members of the village supervisory role.
3. Encourage and support those Top Characteristic Brand Agriculture products processingenterprises who are with powerful driving force and high market management level to developbusiness scope and sales market radius, the government departments provide correspondingpreferential policies for them in money, tax revenue, technology and information service etc.
4. The government of industry and commerces and qualitative inspect branch shouldstrengthen the supervision of the characteristic brand Top Characteristic Brand Agriculturedevelopment.
5. Strengthen the construction of agricultural science and technology talent team, and paymore attention to the cultivation and development of the human resources of agricultural R&D.
6. Build Top Characteristic Brand Agriculture risk prevention fund.
7. Increase the rural spreading financial investment, improve the rural public communicationinfrastructure and build a good village-relyed interpersonal communication platform.
8. Strengthen agricultural products wholesale market construction, improve the degree ofcommercialization of agricultural products, rely on the grain fingers and the large housholds topromote Top Characteristic Brand Agriculture production and operating activities, and encourageand support the peasants households to scale up their production.
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