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绿色食品区域品牌发展是中国农业现代化发展的主流趋势,绿色食品区域品牌生态系统研究受到理论界和实践界的共同关注。现有研究系统构建要素筛选效率不足,且尚未运用区域品牌生态系统理论对绿色食品产业进行深入分析,因此,基于复杂适应性理论,引入生态系统理论分析、构建绿色食品区域品牌生态系统尤为重要。在剖析绿色食品区域品牌生态系统构成要素的基础上,运用系统动力学方法分析梳理出系统内二级驱动机制和非线性能量输入、输出机制以及四条因果反馈回路。据此,可通过三种途径推动中国绿色食品区域品牌生态系统优化发展:拓展企业动态能力,增强企业资源吸收能力、资源利用和成果转化能力;发挥政府公共营销和市场维护作用;做大龙头企业,发挥产业集群协同营销和资源协同配置等职能。
The development of green food regional brand is the mainstream trend of China’s agricultural modernization. The research of green food regional brand ecosystem has drawn the common attention of both theorists and practitioners. In the existing research, the efficiency of screening system construction elements is not enough, and the regional brand ecosystem theory has not been applied yet to conduct an in-depth analysis of the green food industry. Therefore, based on the complex adaptive theory, it is especially important to introduce the ecosystem theory analysis and construct the green ecosystem ecosystem. On the basis of analyzing the components of brand ecosystem in green food area, the second-class driving mechanism and nonlinear energy input and output mechanism and four causal feedback loops in the system are analyzed by using system dynamics method. Accordingly, there are three ways to promote the optimization and development of the brand ecosystem in China’s green food regions: expanding the dynamic capabilities of enterprises, enhancing the capacity of enterprises to absorb resources, utilizing resources and transforming achievements; giving play to the role of government in public marketing and market maintenance; , Play the role of industrial cluster collaborative marketing and resource coordination configuration.