[1]童晓美,韩振兴,常向阳,等.句容市草莓品牌建设中的农户行为差异研究[J].黑龙江农业科学,2018,(06):128-133.[doi:10.11942/j.issn1002-2767.2018.06.0128]
　TONG Xiao-mei,HAN Zhen-xing,CHANG Xiang-yang,et al.Research on the Differences of Peasants’ Behavior in Strawberry Branding Operation in Jurong City[J].HEILONGJIANG AGRICULTURAL SCIENCES,2018,(06):128-133.[doi:10.11942/j.issn1002-2767.2018.06.0128]
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句容市草莓品牌建设中的农户行为差异研究

《黑龙江农业科学》[ISSN:1002-2767/CN:23-1204/S] 卷: 期数: 2018年06期 页码: 128-133 栏目: 出版日期: 2018-06-10
Title:
Research on the Differences of Peasants’ Behavior in Strawberry Branding Operation in Jurong City
作者:
童晓美1; 韩振兴2; 常向阳1; 倪双双1
1.南京农业大学 经管学院，江苏 南京 210095；2.山西农业大学 经管学院，山西 太谷 030801
Author(s):
TONG Xiao-mei1; HAN Zhen-xing2; CHANG Xiang-yang1; NI Shuang-shuang1
1.School of Economic and Management,Nanjing Agricultural University,Nanjing 210095,China;2.School of Economic and Management,Shanxi Agricultural University,Taigu 030801,China
关键词:
农产品品牌建设; 农户行为; 质量安全; 品牌意识
Keywords:
agricultural products’ branding operation;  peasants’ behavior;  quality safety;  brand consciousness
DOI:
10.11942/j.issn1002-2767.2018.06.0128
文献标志码:
A
摘要:
为促进农产品品牌建设的良性发展，增强农产品的市场竞争力,以问卷调查和深度访谈的方式，在句容地区56个草莓种植户样本分析的基础上，通过对句容市草莓品牌建设中的农户行为差异进行比较分析。结果表明：受教育程度对于农户参与品牌建设决策有着较大的影响，有品牌农户在生产环节、销售环节、质量安全控制环节3个方面的行为选择更加有利于草莓品牌的建设。由此建议：对于无品牌农户，应该引导规范生产，向品牌化建设的方向发展；对于有品牌的农户，应该提高其品牌建设的水平，同时要避免区域内草莓品牌之间的相互竞争，促进区域草莓产业的整体发展。
Abstract:
This survey tries to compare and analyze the differences of peasants’ behavior in strawberry branding operation in Jurong City to encourage and guide peasants to join in branding operation correctly,to prompt healthy development of branding operation,and to enhance the market competitiveness of agricultural products.In this survey,we launched with the method of questionnaire and interview,based on the analysis of 56 strawberry growers,compared the inner condition differences between peasants with branding operation and peasants without branding operation and found that degree of education had great impact to the decision whether join in branding operation.Also this survey compared peasants’ behavior differences in production,sale,quality safety control and found that the behavior choices of peasants with a brand were better for branding operation.Finally,the conclusion showed that peasants without brand should be guided to produce in a normative way,heading for the direction of branding operation,and peasants with a brand should improve the level of branding operation as well as avoid the competition in the district,stimulating the integral development of strawberry industry.

参考文献/References:

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　YE Jia,LI Zhi-liang,HAN Chao,et al.Current Situation and Considerations on the South Hebei Farmers’Behaviors in Implementation of Agricultural Standardization[J].HEILONGJIANG AGRICULTURAL SCIENCES,2012,(06):126.

备注/Memo

收稿日期：2018-03-15基金项目：江苏现代农业（草莓）产业技术体系产业经济研究资助项目（SXGC[2017]290）。第一作者简介：童晓美（1997-），女，在读学士，从事农业经济管理研究。E-mail:tong19590516@163.com。通讯作者：常向阳（1964-），女，博士，教授，博导，从事农业技术经济研究。E-mail:xchang@njau.eud.cn。

更新日期/Last Update: 2018-09-13