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山东师范大学 商学院,山东 济南 250358
Received:20 September 2024,
Revised:2024-10-31,
Published:31 March 2025
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袁文华,李慧琳.区域农业品牌提升小农户可持续生计的机制研究 [J]. 山西农业大学学报(社会科学版),2025,24(2):60⁃70.
YUAN Wenhua,LI Huilin.Mechanism of regional agricultural branding in enhancing smallholder Farmers' sustainable livelihood [J]. Journal of Shanxi Agricultural University(Social Science Edition),2025,24(2):60⁃70.
袁文华,李慧琳.区域农业品牌提升小农户可持续生计的机制研究 [J]. 山西农业大学学报(社会科学版),2025,24(2):60⁃70. DOI: 10.13842/j.cnki.issn1671-816X.2025.02.007.
YUAN Wenhua,LI Huilin.Mechanism of regional agricultural branding in enhancing smallholder Farmers' sustainable livelihood [J]. Journal of Shanxi Agricultural University(Social Science Edition),2025,24(2):60⁃70. DOI: 10.13842/j.cnki.issn1671-816X.2025.02.007.
区域农业品牌发展是实现小农户与现代农业有机衔接的重大举措,探究农业品牌对小农户可持续生计的作用机制是实现“品牌富农”的关键。现有研究侧重消费端,忽视对生产端和农户行为,致使先进生产方式难以落地。研究从农产品标准化、品牌组织化和品牌溢价角度分析农业品牌对小农户可持续生计的作用机制,运用SLA框架探讨生计资本期望差异下农户对品牌农业的反馈效果,厘清二者间协同关系,揭示区域农业品牌对小农户可持续生计的作用过程与实践难点,并提出建议。突破传统扶贫视角,关注市场导向区域农业品牌政策对农户生计资本的影响,拓展农户生计研究思路,完善相关理论体系,对助力“乡村振兴与共同富裕”的实现具有重要现实意义。
The development of regional agricultural branding is crucial for integrating smallholder farmers with modern agriculture. Understanding how agricultural branding enhances their sustainable livelihoods is key to achieving "prosperity through branding". Existing research often focuses on consumption but overlooks production and farmers behavior, impeding the adoption of advanced practices. This study evaluates the impact of branding on smallholder livelihoods through product standardization, brand organization, and brand premium. Using the Sustainable Livelihoods Approach (SLA), it examines how differences in livelihood capital influence farmers' responses to branded agriculture and clarifies the synergistic effects. It identifies the process and challenges of branding's impact on smallholder livelihoods and offers recommendations. This research shifts the focus from traditional poverty alleviation to market-driven branding policies, expanding livelihood studies and offering insights for rural revitalization and shared prosperity.
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