李冰鑫.基于扎根理论的农产品区域公用品牌培育模式研究——以浙江“丽水山耕”区域公用品牌为例[J].重庆文理学院学报,2021,40(3):1-11.
基于扎根理论的农产品区域公用品牌培育模式研究——以浙江“丽水山耕”区域公用品牌为例
The Cultivation Mode of the Regional Public Brand of Agricultural Products Based on Grounded Theory: a Case Study of the “Lishui Shangeng” Regional Public Brand in Zhejiang Province
  
DOI:
中文关键词:  农产品区域公用品牌  政府“强引擎”  市场“强引擎”  “丽水山耕”  扎根理论
英文关键词:the regional public brand of agricultural products  government “strong engine”  market “strong engine”  “Lishui Shangeng”  grounded theory
基金项目:教育部人文社会科学研究项目“农产品区域公用品牌建设中的政府与市场‘双强引擎’构建及协调机制研究”(20YJAZH051);重庆市第三次全国农业普查研究重点课题“重庆农业品牌发展战略研究”(snpktzd06)
作者单位
李冰鑫 重庆文理学院 经济管理学院, 重庆 永川 402160 
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中文摘要:
      农产品区域公用品牌是推进区域农业经济发展的重要载体,中央一号文件多次提出要加强农产品品牌培育力度,地方政府积极响应国家政策,促进农产品区域公用品牌发展。文章以“丽水山耕”区域公用品牌为例,运用扎根理论研究方法,对相关质性资料进行编码分析,构建农产品区域公用品牌培育模式,并从政府“强引擎”机制与市场“强引擎”机制等五个方面进行模型阐释,提出相关理论命题及实现机制。
英文摘要:
      The regional public brand of agricultural products is an important carrier to promote the development of regional agricultural economy. The central government’s No.1 Document had repeatedly proposed to strengthen the cultivation of agricultural products brands, and the multi-local governments responded to the national policies to promote the development of the regional public brand of agricultural products. Taking “Lishui Shangeng” regional public brandas an example, the cultivation mode of regional public brand of agricultural products was constructed, explaining the model from five aspects of government “strong engine” mechanism and market“ strong engine” mechanism, and the related theoretical propositions were put forward.
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