| 21 | 0 | 14 |
| 下载次数 | 被引频次 | 阅读次数 |
本文基于“品牌-产业共生演化”理论视角,对黑龙江省“黑土优品”省级农业区域公用品牌进行历时性案例研究(2018—2025年),系统追踪其从省级顶层设计到县域产业扎根的完整演化过程。研究发现,品牌农业的发展并非线性赋能过程,而是经历“政策驱动下的品牌嵌入—主体博弈下的实践脱嵌—价值重构下的制度再嵌”三阶段动态演化。在此过程中,品牌的功能形态沿着“质量信号—制度边界—意义纽带”的路径阶梯式跃迁,推动价值链整合、集群治理与文化软实力三维要素依次主导、协同耦合,最终驱动产业从资源依赖型向品牌驱动型转型。进一步地,揭示了品牌农业从行政主导到多元共治的内在逻辑,为理解区域公用品牌如何引领农业高质量发展提供了过程性理论框架,并为完善品牌农业政策体系、推进乡村产业振兴提供了实践启示。
Abstract：Based on the theoretical perspective of "brand-industry symbiosis evolution",this paper conducts a diachronic case study(2018-2025) on the public brand of "black soil excellent product" provincial agricultural region in Heilongjiang Province,and systematically tracks its complete evolution process from provincial top-level design to county industry rooting.The study found that the development of brand agriculture is not a nonlinear empowerment process,but a three-stage dynamic evolution of "brand embedding under policydriven-practice decoupling under subject game-institutional re-embedding under value reconstruction".In this process,the functional form of the brand follows the path of "quality signal-institutional boundary-meaning link",promotes the integration of value chain,cluster governance and cultural soft power,and finally drives the industry from resource-dependent to brand-driven transformation.Furthermore,it reveals the internal logic of brand agriculture from administrative dominance to multi-governance,provides a procedural theoretical framework for understanding how regional public brands lead the high-quality development of agriculture,and provides practical enlightenment for improving the brand agricultural policy system and promoting the revitalization of rural industries.
[1]金发忠.关于加快推进农业品牌化发展的思考[J].农产品质量与安全，2025(1):5-9.
[2]陈明，赵征，林惠婵.品牌价值提升视角下农业发展的现状问题与优化路径[J].农业经济，2022(5):125-127.
[3]王中.高端特色品牌农业及其发展机制研究[J].山东大学学报(哲学社会科学版),2012(3):48-51.
[4]崔丽，马英杰，李孝忠.区域公用品牌带动特色产业发展的国际比较：动因、模式及成效[J].世界农业，2025(2):5-17.
[5]宋永刚，孙娇阳，徐小童，等.品牌农业发展的问题及建议[J].农业经济，2022(7):134-135.
[6]韩一军，高颖.挖掘农业品牌溢价激发品牌活力[J].中国农垦，2023(3):92-94.
[7]胡世霞，王红玲，陈世雄，等.关于乡村振兴背景下农业区域公用品牌建设的探讨[J].农业经济，2022(10):124-126.
[8]KITCHIN R,DODGE M.Code/space:software and everyday life[M].Cambridge:MIT Press,2014.
[9]林荣清.国内外品牌农业研究综述[J].江西农业学报，2013,25(7):143-146.
[10]郑璐.实施品牌农业战略，走高端特色农业发展之路：以山东潍坊市农业为例[J].山东纺织经济，2015(2):56-57,59.
[11]许巧霞，纪志杨，许毓钊，等.农业品牌对市场竞争力的影响探究[J].农业技术与装备，2025(11):116-118.
[12]吴雪.将打造区域农业品牌与乡村振兴相结合[J].人民论坛，2018(17):74-75.
[13]中国农业大学中国农业品牌研究中心.中国农产品区域公用品牌建设指南[R].北京：农业农村部市场与信息化司，2022.
[14]NELSON P.Advertising as information[J].Journal of Political Economy,1974,82(4):729-754.
[15]OSTROM E.Governing the commons:the evolution of institutions for collective action[M].Cambridge:Cambridge University Press,1990.
[16]ANSELL C,GASH A.Collaborative governance in theory and practice[J].Journal of Public Administration Research and Theory,2008,18(4):543-571.
[17]LASH S,URRY J.Economies of signs and space[M].London:Sage,1994.
[18]VERNON R.International investment and international trade in the product cycle[J].Quarterly Journal of Economics,1966,80(2):190-207.
[19]TUSHMAN M L,ANDERSON P.Technological discontinuities and organizational environments[J].Administrative Science Quarterly,1986,31(3):439-465.
[20]石文杰，马华.数字技术嵌入、基层治理演化与共同体构建：基于P县国家智能社会治理实验基地的案例研究[J].管理世界，2026(1):1-18.
[21]EISENHARDT K M.Building theories from case study research[J].Academy of Management Review,1989,14(4):532-550.
[22]YIN R K.Case study research:design and methods (5th ed.)[M].Thousand Oaks:SAGE Publications,2014.
[23]GEORGE A L,BENNETT A.Case studies and theory development in the social sciences[M].Cambridge:MIT Press,2005.
[24]GLASER B G,STRAUSS A L.The discovery of grounded theory:strategies for qualitative research[M].Chicago:Aldine,1967.
(1)1亩=1/15公顷。
基本信息:
DOI：10.13856/j.cn11-1097/s.2026.05.003
中图分类号:F323.5
引用信息:
[1]耿晓媛,刘雯.品牌嵌入、产业演化与价值共同体构建——基于“黑土优品”省级农业区域公用品牌的案例研究[J].世界农业,2026,No.565(05):27-38.DOI:10.13856/j.cn11-1097/s.2026.05.003.
基金信息:
黑龙江省“优秀青年教师基础研究支持计划”项目“环境规制与营养目标双重约束下黑龙江省农产品质量安全管理效率研究”（YQJH2024165）
2026-05-10
2026-05-10