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在梳理新疆农产品区域品牌现状的基础上,本文采用社会网络分析方法,对新疆农产品品牌价值产生、传递、增加的过程予以分析,确定价值创造各主体间的网络关系,并通过对相应指标的计算,确定各主体间的相对重要性,并认为政府等管理部分价值创造中的核心主体,农民专业合作社和国有农场及乡村集体等是区域品牌价值创造的基础主体,物流企业是区域品牌价值创造的传递和推动主体,销售企业是区域品牌价值创造实现主体,行业协会是区域品牌价值创造的管理和服务主体。通过理清主体间关系,识别新疆农产品品牌价值创造网络的主体,对于优化主体间关系,提升新疆农产品的竞争力有着重要意义。
On the basis of combing the status quo of regional brand of agricultural products in Xinjiang, this paper analyzes the process of generation, transmission and increase of brand value of agricultural products in Xinjiang using social network analysis method to determine the value of the network to create the relationship between the various subjects, and through the calculation of the corresponding indicators , Determine the relative importance of each subject, and think that the core subjects of value creation such as the government and other specialized cooperatives and state-owned farms and rural collectives are the basic subjects of the regional brand value creation. The logistics enterprises are the creation of regional brand value The main body of the transmission and promotion, sales enterprises is the realization of regional brand value creation, industry associations are the management and service of regional brand value creation. It is of great significance to clarify the relationship among subjects and to identify the main body of the brand value creation network for agricultural products in Xinjiang to optimize the relationship among the main bodies and enhance the competitiveness of Xinjiang agricultural products.