本校學位論文庫
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論文詳情
陈东旭
王海忠
商學院
工商管理博士學位(DBA)課程(中文學制)
博士
2023
數位化賦能農產品地理標誌品牌資產創建與維護
Digital Empowerment for the Creation and Maintenance of Geographical Indication Brand Equities for Agricultural Products
數字化賦能 ; 農産品地理標志 ; 品牌資産 ; 品牌價值 ; 模糊集定性比較分析(fsQCA)
Digital empowerment ; Geographical indication of agricultural products ; Brand equity ; Brand value ; fuzzy set Qualitative Comparative Analysis(fsQCA)
公開日期：5/7/2026
在新時代，農産品地理標志須要爲區域經濟社會發展貢獻更大的品牌價值。在數字經濟下如何優化品牌發展要素組合提高品牌價值，是創建與維護農産品地理標志品牌資産的重要內容，值得進一步研究和探索。
通過文獻研究，本文梳理了數字經濟下農産品地理標志品牌資産關聯要素之間的邏輯關係，構建研究模型，前因條件包括了利益相關層面的經濟主體、政策支持、數字消費，以及地理標志層面的自然生態、人文歷史，這5個要素通過數字化賦能協同聯動，以組態的方式影響品牌價值。
爲進一步驗證前因條件和結果的關係，本文采用模糊集定性比較分析（fsQCA）和必要條件分析（NCA）相結合的方法；以37個農産品地理標志品牌爲案例研究樣本；測量結果和前因變量，獲得案例樣本品牌的原始數據；采用直接校準法，確定模糊集校準錨點，獲得fsQCA真值表；進行必要性分析和組態分析。
研究發現，單個要素不是産生高品牌價值的必要條件，但是“高數字消費*高自然生態”的組合是高品牌價值的必要條件，說明優化數字消費和提升自然生態水平對創建與維護品牌資産發揮著普適性作用；存在産生高品牌價值的2種品牌資産建設模式，即經濟價值導向型數字生態模式和社會價值導向型數字生態模式，體現了農産品地理標志基于特色情境創建和維護品牌資産的多元路徑，幷且，社會價值導向型模式可以創造更高的品牌價值，是創建和維護農産品地理標志品牌資産的高階模式；非高品牌價值的5個組態反映出品牌資産建設的制約機制，即數字消費缺失型制約機制、地理因素缺失型制約機制、混合條件缺失型制約機制。
鑒于以上結論，在創建和維護農産品地理標志品牌資産時應當同步强化數字消費和綠色發展，整合優化地理標志品牌環境，因地制宜地選擇地理標志品牌發展路徑，加强鞏固農産品地理標志品牌的經濟基礎。
通過文獻研究，本文梳理了數字經濟下農産品地理標志品牌資産關聯要素之間的邏輯關係，構建研究模型，前因條件包括了利益相關層面的經濟主體、政策支持、數字消費，以及地理標志層面的自然生態、人文歷史，這5個要素通過數字化賦能協同聯動，以組態的方式影響品牌價值。
爲進一步驗證前因條件和結果的關係，本文采用模糊集定性比較分析（fsQCA）和必要條件分析（NCA）相結合的方法；以37個農産品地理標志品牌爲案例研究樣本；測量結果和前因變量，獲得案例樣本品牌的原始數據；采用直接校準法，確定模糊集校準錨點，獲得fsQCA真值表；進行必要性分析和組態分析。
研究發現，單個要素不是産生高品牌價值的必要條件，但是“高數字消費*高自然生態”的組合是高品牌價值的必要條件，說明優化數字消費和提升自然生態水平對創建與維護品牌資産發揮著普適性作用；存在産生高品牌價值的2種品牌資産建設模式，即經濟價值導向型數字生態模式和社會價值導向型數字生態模式，體現了農産品地理標志基于特色情境創建和維護品牌資産的多元路徑，幷且，社會價值導向型模式可以創造更高的品牌價值，是創建和維護農産品地理標志品牌資産的高階模式；非高品牌價值的5個組態反映出品牌資産建設的制約機制，即數字消費缺失型制約機制、地理因素缺失型制約機制、混合條件缺失型制約機制。
鑒于以上結論，在創建和維護農産品地理標志品牌資産時應當同步强化數字消費和綠色發展，整合優化地理標志品牌環境，因地制宜地選擇地理標志品牌發展路徑，加强鞏固農産品地理標志品牌的經濟基礎。
In the new era, geographical indications of agricultural products play a crucial role in contributing to the brand value of regional economic and social development. In the digital economy era, it is essential to optimize the combination of brand elements and enhance brand value to create and maintain the brand equity of geographical indications of agricultural products. This aspect warrants further research and exploration.
This study conducted a literature review and organized the logical relationship among the relevant elements of brand equity for geographical indications of agricultural products under the digital economy. A research model was constructed, incorporating economic agents, policy support, digital consumption at the stakeholder level, as well as natural ecology and human history at the geographical indication level. These five elements synergistically interact through digital empowerment, influencing brand value in a configuration-based manner.
To validate the relationship between elements and outcomes, a combination of fuzzy set qualitative comparative analysis (fsQCA) and necessary condition analysis (NCA) was employed. A sample of 37 geographical indication brands of agricultural products was selected as case studies, with "outcomes" and "antecedents" measured to obtain the original data. The direct calibration method was utilized to determine the fuzzy set calibration anchor point, resulting in an fsQCA truth table for subsequent necessity and configuration analyses.
The study revealed that a single element alone does not serve as a necessary condition for generating high brand value. However, the interaction between "high digital consumption" and "high natural ecology" is identified as a necessary condition for high brand value. This indicates that optimizing digital consumption and improving the natural ecological level universally contribute to the creation and maintenance of brand equity. Two types of brand equity building models were identified that generate high brand value: an economic value-oriented digital ecological model and a social value-oriented digital ecological model. This suggests the existence of multiple pathways for creating and maintaining brand equity for agricultural geographical indications based on contextual characteristics. Notably, the social value-oriented model has the potential to create higher brand value and represents an advanced approach for building and sustaining brand equity for geographical indications of agricultural products.
The research findings also highlight five configurations associated with non-high brand value, reflecting the constraining mechanisms in brand equity construction. These mechanisms encompass deficiencies in digital consumption, geographical factors, and mixed conditions.
In conclusion, when creating and maintaining the brand assets of geographical indications for agricultural products, it is imperative to simultaneously strengthen digital consumption and green development. It is vital to integrate and optimize the geographical indications brand environment, select the appropriate development path for geographical indications brands based on local conditions, and reinforce the economic foundation of geographical indications brands for agricultural products.
This study conducted a literature review and organized the logical relationship among the relevant elements of brand equity for geographical indications of agricultural products under the digital economy. A research model was constructed, incorporating economic agents, policy support, digital consumption at the stakeholder level, as well as natural ecology and human history at the geographical indication level. These five elements synergistically interact through digital empowerment, influencing brand value in a configuration-based manner.
To validate the relationship between elements and outcomes, a combination of fuzzy set qualitative comparative analysis (fsQCA) and necessary condition analysis (NCA) was employed. A sample of 37 geographical indication brands of agricultural products was selected as case studies, with "outcomes" and "antecedents" measured to obtain the original data. The direct calibration method was utilized to determine the fuzzy set calibration anchor point, resulting in an fsQCA truth table for subsequent necessity and configuration analyses.
The study revealed that a single element alone does not serve as a necessary condition for generating high brand value. However, the interaction between "high digital consumption" and "high natural ecology" is identified as a necessary condition for high brand value. This indicates that optimizing digital consumption and improving the natural ecological level universally contribute to the creation and maintenance of brand equity. Two types of brand equity building models were identified that generate high brand value: an economic value-oriented digital ecological model and a social value-oriented digital ecological model. This suggests the existence of multiple pathways for creating and maintaining brand equity for agricultural geographical indications based on contextual characteristics. Notably, the social value-oriented model has the potential to create higher brand value and represents an advanced approach for building and sustaining brand equity for geographical indications of agricultural products.
The research findings also highlight five configurations associated with non-high brand value, reflecting the constraining mechanisms in brand equity construction. These mechanisms encompass deficiencies in digital consumption, geographical factors, and mixed conditions.
In conclusion, when creating and maintaining the brand assets of geographical indications for agricultural products, it is imperative to simultaneously strengthen digital consumption and green development. It is vital to integrate and optimize the geographical indications brand environment, select the appropriate development path for geographical indications brands based on local conditions, and reinforce the economic foundation of geographical indications brands for agricultural products.
2023
中文
139
致 謝 I
摘 要 III
Abstract V
圖目錄 IX
表目錄 X
第一章 緒 論 1
1.1 研究背景 1
1.2 研究意義 6
1.3 研究範圍 8
1.3.1 研究對象 8
1.3.2 研究目標和研究內容 12
1.4 技術路綫與研究方法 13
1.5 主要創新點 15
第二章 文獻綜述 17
2.1 理論基礎 17
2.1.1 品牌資産理論 17
2.1.2 綠色發展理念 22
2.2 農産品地理標志品牌 25
2.2.1 地理要素與品牌效應 25
2.2.2 利益關聯與多元價值 29
2.3 數字化賦能 34
2.3.1定義與分類 34
2.3.2農産品數字化交易 37
2.3.3農産品數字化溯源 39
2.4模型構建 43
2.4.1 利益相關層面 43
2.4.2 地理要素層面 47
第三章 研究設計 51
3.1 研究方法 51
3.2 數據來源 54
3.3 測量與校準 56
3.3.1 結果 56
3.3.2 前因條件 58
3.3.3 校準 63
第四章 分析結果 65
4.1 必要條件分析 65
4.1.1 NCA必要條件分析 65
4.1.2 QCA單因素必要條件分析 67
4.2 組態分析 68
4.2.1 産生高品牌價值的組態 70
4.2.2 産生非高品牌價值的組態 83
4.3 穩健性檢驗 84
4.4 進一步分析 86
第五章 結論與討論 87
5.1 結論 87
5.2 討論 89
5.2.1 理論啓示 89
5.2.2 實踐啓示 91
5.3 局限性與研究展望 95
參考文獻 96
作者簡歷 117
附 錄 120
附錄一：案例樣本基本數據 120
附錄二：fsQCA3.0真值表分析 128
附錄三：穩健性檢驗 134
摘 要 III
Abstract V
圖目錄 IX
表目錄 X
第一章 緒 論 1
1.1 研究背景 1
1.2 研究意義 6
1.3 研究範圍 8
1.3.1 研究對象 8
1.3.2 研究目標和研究內容 12
1.4 技術路綫與研究方法 13
1.5 主要創新點 15
第二章 文獻綜述 17
2.1 理論基礎 17
2.1.1 品牌資産理論 17
2.1.2 綠色發展理念 22
2.2 農産品地理標志品牌 25
2.2.1 地理要素與品牌效應 25
2.2.2 利益關聯與多元價值 29
2.3 數字化賦能 34
2.3.1定義與分類 34
2.3.2農産品數字化交易 37
2.3.3農産品數字化溯源 39
2.4模型構建 43
2.4.1 利益相關層面 43
2.4.2 地理要素層面 47
第三章 研究設計 51
3.1 研究方法 51
3.2 數據來源 54
3.3 測量與校準 56
3.3.1 結果 56
3.3.2 前因條件 58
3.3.3 校準 63
第四章 分析結果 65
4.1 必要條件分析 65
4.1.1 NCA必要條件分析 65
4.1.2 QCA單因素必要條件分析 67
4.2 組態分析 68
4.2.1 産生高品牌價值的組態 70
4.2.2 産生非高品牌價值的組態 83
4.3 穩健性檢驗 84
4.4 進一步分析 86
第五章 結論與討論 87
5.1 結論 87
5.2 討論 89
5.2.1 理論啓示 89
5.2.2 實踐啓示 91
5.3 局限性與研究展望 95
參考文獻 96
作者簡歷 117
附 錄 120
附錄一：案例樣本基本數據 120
附錄二：fsQCA3.0真值表分析 128
附錄三：穩健性檢驗 134
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