农产品区域公用品牌建设促农增收的路径研究OA

In the context of rural revitalization across the board and high-quality agricultural development,regional public brands of agricultural products have become an important institutional tool for promoting farmers'income growth.From the perspective of the value chain,this paper integrates value chain theory,stakeholder theory,and quasi-public goods theory to construct an analytical framework of"value creation-value distribution-value realization-risk regulation,"and systematically examines the mechanisms through which regional public brands influence farmers'income.The study finds that regional public brands enhance product value through standardized production,brand signaling,and market expansion,thereby generating price premiums.However,the effectiveness of income promotion depends on whether value distribution mechanisms function properly and whether smallholder farmers are effectively embedded in the value chain.In practice,several structural constraints remain,including the limited transmission of brand premiums to producers,insufficient participation capacity of smallholders,governance failures of public brands,and inadequate extension of the industrial chain.These factors jointly hinder the transformation of value-added benefits into actual income growth for farmers.To address these issues,this paper proposes policy pathways including optimizing benefit-sharing mechanisms,improving farmers'organizational and digital capabilities,strengthening brand governance systems,and promoting industrial chain extension.These measures aim to facilitate the transformation from value creation to income realization.The findings provide theoretical insights and policy implications for enhancing the effectiveness of regional public brand development in increasing farmers'income.