【作者】 王雷；

【导师】 张可成；

【作者基本信息】 山东农业大学 ， 农业经济管理， 2022， 博士

【摘要】 2017年中央一号文件提出要推进区域农产品公用品牌建设,这为进一步提高区域农产品公用品牌建设水平指明了方向。区域农产品公用品牌是最能发挥品牌引领作用的平台性、基础性农产品品牌形式,其建设绩效高低在一定程度上决定了农产品提质增效、农民增收的效果。近年来,区域农产品公用品牌建设实践取得一定成效,但因品牌建设绩效评价工作复杂,指标不易量化,品牌建设投入效率难以评价,致使产出投入比不高,建设效果不够理想。区域农产品公用品牌建设效果到底如何?如何科学有效量化评价其建设绩效?指标不易量化的问题又如何解决?对这些问题的研究,有助于解决区域农产品公用品牌建设绩效衡量困难问题,形成可量化比较的区域农产品公用品牌建设绩效评价模型、体系及方法,为促进乡村产业振兴提供理论参考和现实指导。基于以上背景,本文以科学有效量化评价区域农产品公用品牌建设绩效为目标,遵循“发现问题—分析问题—解决问题”的研究思路,主要研究内容如下:(1)相关概念界定及理论分析。界定区域农产品公用品牌及其建设绩效概念,提出理论基础,厘清区域农产品公用品牌建设绩效形成的过程机理及其评价的理论框架。(2)基于扎根理论方法初步构建由品牌建设投入、品牌建设产出、品牌成长力(由成长系数表示)及自然禀赋(由禀赋系数表示)四维度构成的区域农产品公用品牌建设绩效评价模型及建设绩效评价指标体系。(3)采用多轮专家打分完成指标筛选,优化区域农产品公用品牌建设绩效评价指标体系;结合BWM法及结构熵权法,采用最小信息熵原理,对区域农产品公用品牌建设绩效评价的各指标权重进行综合赋权。(4)对品牌建设绩效评价的各指标进行了量化处理,尤其是对13个难以货币化的建设绩效评价指标如政策驱动类评价指标、消费者认同类评价指标及定性判断类评价指标等,采用了改进后的PMC模型、爬虫与文本挖掘法、专家调查结合赋值法等不同的量化模型方法予以量化。(5)以山东省烟台苹果、肥城桃、莱阳梨为例,对区域农产品公用品牌建设绩效进行了综合评价,并总结区域农产品公用品牌建设过程的问题。(6)基于前文分析,识别关键影响因素,提出区域农产品公用品牌建设绩效提升路径。主要研究结论如下:(1)区域农产品公用品牌建设绩效评价应立足于投入产出视角追求投入产出效率最大化。区域农产品公用品牌建设绩效是区域组织在一定时期内为实现其农业发展目标在区域农产品公用品牌建设上诸要素投入的效率。一方面,这里区域组织不仅仅包含区域内的政府或农业企业,还包含区域内的农业行业协会、农业合作社、农户等。另一方面,建设绩效评价不是单纯看产出效果如何,而是从投入产出效率最大化的角度进行综合评价。建设投入涉及到区域农产品建设过程中各主体的资金、技术、管理等投入,建设产出涉及到区域农产品公用品牌建设的直接和间接产出成果。(2)评价区域农产品公用品牌建设绩效是一项非常复杂的工作,需要相应的评价模型与指标体系。评价模型为品牌建设产出比建设投入后再乘以成长系数和禀赋系数。指标体系包括建设投入、建设产出、成长系数、禀赋系数4个一级指标,政府投入、直接产出效果、消费者认同、自然地理资源等12个二级指标以及政府资金投入、品牌溢价收益、政策驱动、水土环境资源适宜性等29个三级指标。通过实践中的案例验证,本研究所构建的绩效评价模型及其指标体系,具有一定的科学性和适用性,计算得出的绩效水平符合客观现实认知,能够合理测度品牌建设绩效水平。(3)区域农产品公用品牌建设绩效评价与一般产品品牌建设绩效评价相比具有其特殊性。区域农产品公用品牌作为公用品牌,具有准公共产品的属性,在乡村振兴的大背景下具有特色农业的外部性特征,其建设绩效评价与一般产品品牌建设绩效评价存在一定的区别。本文构建的评价模型和指标体系体现了这种区别,投入类指标的政府投入和协会投入作为引领主体和持有主体的投入,是公用品牌所特有的;产出类指标的区域效益和衍生效益指标则体现了对外部性的评价;且禀赋系数及成长系数指标里面的公共政策驱动和区域可持续发展基础两个指标也是指向这个特殊性的。(4)我国区域农产品公用品牌建设历经三种模式。(1)自发生成模式:立足禀赋、农户自发的品牌建设机制。(2)政府主导模式:政府引领和主导的品牌建设机制。(3)共建共享模式:多元共治、互利共享的品牌建设机制。根据我国区域农产品公用品牌建设的实践及学术研究经验,共建共享的区域农产品公用品牌建设模式相比而言更加有效。(5)区域农产品公用品牌建设绩效受到品牌建设投入的影响,但不是唯一影响。区域农产品公用品牌建设投入并不是越多越好,有效的建设投入才能够促进品牌建设具有较好的产出效果及发展潜力。进行区域农产品公用品牌建设时,要避免建设投入越多,建设绩效越高的误区。重要的是如何促进区域农产品公用品牌建设投入的有效性。(6)区域农产品公用品牌建设产出评价是一个复杂、动态的过程。区域农产品公用品牌建设不是一蹴而就的,需要多元主体共同、长期协作。区域农产品公用品牌建设是一个系统工程,进行区域农产品公用品牌建设产出评价,不能仅看其直接产出效果,还要关注其间接产出效果,间接产出效果具有外部溢出效应。(7)品牌成长力(由成长系数表示)体现了各品牌建设主体的积极意愿和对品牌建设在内外部环境上的支持,品牌成长力对区域农产品公用品牌建设绩效具有倍数效应。品牌成长力的可持续发展基础指标还恰好体现了对习近平总书记“走以生态优先、绿色发展为导向的高质量发展新路子”重要论述和指示的贯彻落实。当区域农产品公用品牌建设政策体系越完善,消费者对其品牌的认同度越高、品牌可持续发展基础越好,区域农产品公用品牌建设就越能取得突出的成效,因此积极培育品牌成长力对提升区域农产品公用品牌建设绩效具有重要意义。(8)区域农产品公用品牌建设受到区域“自然禀赋”(由禀赋系数表示)的影响。区域农产品公用品牌通常是建立在区域自然地理资源、社会文化资源及已有品牌资源的基础之上的,区域的“自然禀赋”与区域农产品公用品牌匹配度越高,区域农产品公用品牌建设的基础资源条件越优越。对区域农产品公用品牌建设主体而言,重要的是如何充分发掘该区域的“自然禀赋”资源,促进区域农产品公用品牌形成独具区域特色的、具有不可复制性的市场竞争力。(9)政府资金投入、品牌溢价收益、政策驱动、消费者认同等15个影响因素为区域农产品公用品牌建设绩效的关键影响因素。应重点从强化区域农产品公用品牌建设投入有效性、提升区域农产品公用品牌建设产出成效、培育品牌成长力及充分利用区域自然禀赋四个方面提升区域农产品公用品牌建设绩效。强化品牌建设投入有效性:(1)发挥政府的引导作用;(2)强化农业行业协会的中枢作用;(3)发挥农业合作社的促进作用。提升品牌建设产出成效:(1)促进品牌形成;(2)推进品牌可持续发展;(3)加强品牌文化建设。培育品牌成长力:(1)推进品牌政策落地;(2)提升消费者认同。充分利用区域自然禀赋:(1)挖掘区域特色;(2)培育良好的品牌生态环境;(3)夯实农业产业基础。更多还原

【Abstract】 The Central Document No.1 proposed to promote the construction of regional public brand of agricultural products,which pointed out the direction for further improving the construction level of regional public brand of agricultural products in 2017.Regional public brand of agricultural products is the platform and basic brand form of agricultural products that can best play the leading role of the brands,and its construction performance level determines the effect of improving the quality and efficiency of agricultural products and increasing the farmers’ income to a certain extent.In recent years,the construction practice of regional public brand of agricultural products has achieved certain results.But because of the complexity of the performance evaluation of brand construction,the indexes are not easy to quantify,and the brand construction input efficiency is difficult to evaluate,the output input ratio is not high,and the construction effect is not ideal.How is the construction effect of regional public brand of agricultural products after all? How to evaluate the band construction performance scientifically and effectively? How to solve the problem that the indexes are not easy to quantify? The study of these problems is helpful to solve the difficult performance measurement problems about the construction of regional public brand of agricultural products,and to form a quantifiable and comparable performance evaluation model,system and method for the construction of regional public brand of agricultural products,and also to provide the theoretical reference and practical guidance for promoting the rural industry revitalization.Based on the above background,this paper aims at the scientific and effective quantitative evaluation of the performance of regional public brand of agricultural products,and follows the research idea of "finding problems-analyzing problems-solving problems" to study the brand construction performance evaluation.The main contents are as follows:(1)Definition of related concepts and theoretical analysis.The concept of regional agricultural public brand and its construction performance has been defined,the theoretical basis has been put forward,and the formation process mechanism and theoretical framework of regional agricultural public brand construction performance have been clarified.(2)Based on the grounded theory,the construction performance evaluation model and index system of regional agricultural products public brand are preliminarily constructed,which is composed of four dimensions of brand construction input,brand construction output,brand growth power(represented by the growth coefficient)and natural endowment(represented by the endowment coefficient).(3)Selecting indicators by multiple rounds of expert scoring,and optimizing the construction performance evaluation index system of regional agricultural products public brand;Combining BWM method and the structural entropy weight method,the weight of each index in the construction performance evaluation of regional agricultural product public brand is comprehensively weighted.(4)Quantify the indicators of brand building performance evaluation,especially the 13 indicators that are difficult to monetize,such as policy-driven evaluation indicators,consumer identification indicators and qualitative judgment indicators,etc.,which are quantified by different quantitative model methods such as the improved PMC model,text mining method,and expert investigation combined with assignment method,etc.(5)Taking Yantai Apple,Feicheng Peach and Laiyang Pear in Shandong Province as examples,this paper comprehensively evaluates the construction performance of regional agricultural product public brand,and summarizes the problems in the process of regional agricultural product public brand construction.(6)Based on the previous analysis,to identify the key success factors,and the path to improve the construction performance of public brand of regional agricultural products is put forward.The main conclusions are as follows:(1)The performance evaluation of regional agricultural public brand construction should be based on the input-output perspective to maximize input-output efficiency.It is essentially an evaluation of the input effectiveness of the various factors from the regional organizations in the construction of regional agricultural public brands in order to achieve their agricultural development goals within a certain period of time.On the one hand,the regional organizations here include not only the governments or agricultural enterprises in the region,but also the agricultural industry associations,agricultural cooperatives and farmers in the region.On the other hand,the construction performance evaluation is not only judged by the effect of output,but is comprehensively evaluated from the perspective of input-output ratio.The construction input involves the capital,technology and management input of each subject in the process of regional agricultural product construction,and the construction output involves the direct and indirect output results of regional agricultural product public brand construction.(2)Evaluating the construction performance of regional public brand of agricultural products is a very complicated task,which requires the corresponding models and index systems.The evaluation model is that the output of brand building is divided by the input of construction,and then multiplied by the growth coefficient and endowment coefficient.The index system includes four first-level indexes of construction input,construction output,growth coefficient and endowment coefficient,12 second-level indexes such as government input,direct output effect,consumer identity,natural geographical resources etc.,and 29third-level indexes such as government investment,brand premium revenue,policy drive,suitability of water,soil and environmental resources etc..Through the case verification in practice,the performance evaluation model and index system constructed by this research are scientific and applicable to a certain extent.The performance level calculated is in line with the objective reality cognition and can reasonably measure the performance level of brand construction.(3)The construction performance evaluation of regional agricultural product public brand has its particularity compared with that of general product brand.As a public brand,the public brand of regional agricultural products has the property of quasi-public products,and has the externality characteristics of the characteristic agriculture under the background of rural revitalization.There are some differences between the performance evaluation of its construction and that of general product brand construction.The evaluation model and index system constructed in this paper reflect this difference.As leading and holding subjects,government input and association input of the input indicators are unique to public brands.The regional benefit and derivative benefit of the output index reflect the evaluation of externalities.And the endowment coefficient,together with the public policy driving and regional sustainable development basis,the two indicators which are from the growth coefficient,also point to this particularity.(4)China’s regional public brand of agricultural products has experienced three construction modes:(1)Spontaneous generation mode: the brand building mechanism based on endowment and farmer spontaneity;(2)Government-led mode: the brand building mechanism led and dominated by the government;(3)Co-construction and sharing mode: the multi-governance and mutually beneficial sharing mechanism.According to the practice and academic research experience of regional agricultural product public brand building in China in recent years,the co-construction and sharing mode of regional agricultural product public brand building is more effective than the other two modes.(5)The construction performance of public brand of regional agricultural products is affected by the construction input,but not the only one.Regional agricultural products public brand construction input is not the more the better,effective construction investment can promote brand construction with better output effect and brand development potential.In the construction of regional public brand of agricultural products,we should avoid the misconception that the more construction input,the higher the construction performance.And what is the most important is how to promote the construction input effectiveness of the regional agricultural public brand.(6)The construction output evaluation of regional agricultural public brand is a complex and dynamic process.The construction of regional public brand of agricultural products is not achieved overnight.It requires the cooperation of multiple subjects and long-term cooperation.The construction of regional public brand of agricultural products is a systematic project.The construction output evaluation of regional agricultural products public brand should not only focus on its direct output effect,but also need pay attention to its indirect output effect,which has external spillover effect.(7)Brand growth power(expressed by the growth coefficient)reflects the positive intention of each brand construction subject and the supports from the internal and external environment of brand construction.Brand growth power has multiple effects on the performance of regional agricultural public brand construction.The indicators about the basis of sustainable development from the brand growth power,also precisely reflect the implementation of the important statements and instructions of General Secretary Xi Jinping,which is "to take the new path of high-quality development with ecological priority and green development as the guidance".When the brand construction policy system is more perfect,the consumers’ recognition of the brand is higher,and the foundation of brand sustainable development is better,the regional public brand construction of agricultural products will achieve outstanding results.So cultivating the brand growth power is of great significance to improve the construction performance of regional public brand of agricultural products.(8)The construction of the regional public brands of agricultural products is influenced by the regional "natural endowments"(expressed by the endowment coefficient).Regional public brands of agricultural products are usually based on regional natural geographical resources,social and cultural resources and existing brand resources.The higher the degree of matching between regional "natural endowment" and regional public brands of agricultural products,the better the basic resource conditions for the construction of regional public brands of agricultural products.For the main body of regional agricultural product public brand construction,it is important to fully explore the regional "natural endowment" resources and promote the regional agricultural product public brands to form unique regional characteristics and unrepeatable market competitiveness.(9)Fifteen influencing factors,such as government investment,brand premium income,policy-driven and consumer identity,are the key influencing factors of regional agricultural public brand construction performance.We should emphatically strengthen the effectiveness of brand construction input,improve the effectiveness of brand construction output,cultivate brand growth power and make full use of regional natural endowments to improve the construction performance of regional agricultural products public brand.Strengthen the effectiveness of brand construction input:(1)Play the guiding role of the government;(2)Strengthen the central role of agricultural industry associations;(3)Give full play to the promoting role of agricultural cooperatives.Improve the output effect of brand construction:(1)Promote brand formation;(2)Promote the sustainable development of brand;(3)Strengthen the construction of brand culture.Cultivate the brand growth power:(1)Promote the implementation of brand policies;(2)Enhance consumer identity.Make full use of the regional natural endowments:(1)Excavate the regional characteristics;(2)Cultivate a good brand ecological environment;(3)Consolidate the foundation of agricultural industry.更多还原