陆宣伊 张月莉

摘 要：从农业区域品牌价值共创的内涵、要素构成以及运作过程三方面构建农业区域品牌价值共创模式的理论框架，并以农业区域品牌“丽水山耕”为例，结合其商业实践与创新活动过程，分析农业经营主体的价值共创行为，总结其品牌价值共创模式。研究发现，农业区域品牌价值共创包括角色、平台、动作三大要素，其中平台是农业区域品牌经营主体实施价值共创战略的重要载体，“丽水山耕”品牌价值共创各相关利益主体在为农服务平台上进行信息共享、资源整合、参与互动，实现合作共生，进而实现“丽水山耕”品牌价值创新。在未来农业区域品牌价值共创战略实践中，政府要加强宏观管理和调控，完善政府职能;培养一批强有力的经营组织，加强示范作用。

关键词：农业区域品牌;价值共创;“丽水山耕”品牌

中图分类号：F 323.5   文献标志码：A   文章编号：0253-2301（2021）08-0065-07

DOI： 10.13651/j.cnki.fjnykj.2021.08.011

Analysis on the Value Co-creation Mode of Agricultural Regional Brand

——A Case Study of ″Lishui Mountain Cultivation″ Brand

LU Xuan-yi， ZHANG Yue-li*

（College of Economics and Management， Zhejiang Agriculture andForestry University， Hangzhou， Zhejiang 311300， China）

Abstract： The theoretical framework of the value co-creation mode of agricultural regional brand was constructed from three aspects of connotation， element composition and operation process. By taking the agricultural regional brand ″Lishui Mountain Cultivation″ as an example， the value co-creation behavior of agricultural management entities was analyzed and its value co-creation mode of brand was summarized combined with its commercial practice and innovation activities. The study found that the value co-creation of agricultural regional brand included three major elements： role， platform and action， of which the platform was an important carrier for the agricultural regional brand management entities to implement the value co-creation strategy. All relevant stakeholders of the brand value co-creation of ″Lishui Mountain Cultivation″ shared the information， integrated the resources and participated in the interaction on the service platform for agriculture， so as to realize the cooperation and co-existance， and achieve the brand value innovation of ″Lishui Mountain Cultivation″. In the future strategic practices of agricultural regional brand value co-creation， the government should strengthen the macro-management and regulation， perfect the government functions， train a batch of powerful management organization， and strengthen the demonstration effect.

Key words： Agricultural regional brand; Value co-creation; Lishui Mountain Cultivation

2019年中央一號文件指出，要发展乡村特色产业，要立足于乡村经济新业态，积极发展特色农产品，探索具有乡村独有元素的特色产品品牌，提倡“一村一品”“一县一业”。2021年中央一号文件指出，要深入推动农业产业结构调整，推进品种培优、品质提升、品牌打造和标准化生产。说明农业区域品牌建设的重要性已提升至国家战略层面，打造农业区域品牌是全面推进乡村振兴，加快农业农村现代化的必然要求。近年来，随着互联网技术的加速发展以及共享经济的繁荣，通过价值共创提升农业区域品牌的发展成为当前农业现代化领域研究的重要课题。……