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赵智,刘琳.特色农产品品牌建设、农户生产意愿与电商嵌入——来自渝东北脐橙产区的证据[J].重庆邮电大学学报(社会科学版),2019,31(1):94-101 本文二维码信息
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特色农产品品牌建设、农户生产意愿与电商嵌入——来自渝东北脐橙产区的证据
The Brand Construction of Characteristic Agricultural Products,Households’ Producing Willingness and E-commerce Embedded:Evidence from the Navel Orange Producing Area in Northeastern Chongqing
投稿时间:2017-09-19  
DOI: 10.3969/j.issn.1673-8268.2019.01.012
中文关键词:  特色效益农业  区域品牌建设  电商销售  生产意愿  奉节脐橙
English Keywords:characteristic profitable agriculture  regional brand construction  e-commerce sales  production willingness  Fengjie navel orange
基金项目:重庆市社会科学规划(博士)项目:产销平衡区的粮食安全特征?风险与应对策略研究(2017BS66);中共重庆市委党校校级课题:重庆市特色农业集群品牌培育策略研究(CQDX2016A-006)
作者单位
赵智 中共重庆市委党校 经济管理教研部,重庆 400041 
刘琳 中国工商银行 泸州分行,四川 泸州 646000 
摘要点击次数: 59
全文下载次数: 44
中文摘要:
      发展特色农产品产业是破解农业供给侧结构性瓶颈的重要举措,而区域品牌建设和电商销售又在很大程度上左右了农户初始生产的个人决策。基于重庆市渝东北脐橙产区的301个农户的调查数据,实证考察了品牌建设、电商销售对农户特色农产品生产意愿的影响。结果表明:品牌建设不仅能够直接正向作用于农户生产意愿,而且还可以在一定程度上促进电商销售,并通过中介效应正向影响到农户对于特色农产品的生产决策。据此提出了一些对策建议:政府做好政策引导,搭建网络销售平台,扶持特色农产品品牌建设;企业主动担当起品牌建设的主体责任,实现农业企业的集约化、品牌化、网络化转型;农户从生产源头保证特色农产品的标准化生产,将线上推介与线下体验统一于农产品产销之中。
English Summary:
      The industrial development of characteristic agricultural products is an important way to break the structural bottleneck of agricultural supply side, and regional brand construction and e-commerce sales are also largely related to initial production of households’ decision-making. Based on the survey data of 301 navel orange planting households in northeastern Chongqing, this paper explains the influence of brand construction and e-commerce sales on households’ producing willingness of characteristic agricultural products by empirical study. The results show that the brand construction can not only have a direct and positive effect on the households’ producing willingness but also promote the e-commerce sales and even exert positive influence on the households’ producing willingness of characteristic agricultural products through the mediating effect. Some suggestions are put forward: the government should make policy guidance and construct the network of e-commerce sales to support the brand construction of characteristic agricultural products; enterprises should take the initiative to bear the main responsibility for brand construction, achieve intensification, branding and network transformation; households should ensure standardized production of characteristic agricultural products from the source and integrate online recommendation and offline experience into the production and sales.
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