高市场地位企业参与农产品区域公用品牌价值共创的协同机制研究——基于电商嵌入的调节效应分析

Research on the Synergistic Mechanism of High-Market-Status Enterprises’ Participation in Value Co-Creation of Agricultural Regional Public Brands—Analysis Based on the Regulatory Effect of E-Commerce Embedding

摘要: 本研究以乡村振兴战略为背景，聚焦农产品区域公用品牌建设中高市场地位企业的“参与惰性”问题，剖析其根源在于激励不相容、边际收益不确定、参与方式浅表化、治理结构权责失衡及电商嵌入效应受限。为此，构建了一个以激励相容理论为核心的分析框架，融合价值共创与资源依赖理论，创新性地将电商平台作为关键调节杠杆。研究提出通过制度性权力让渡(授予标准制定权与认证权)、电商深度嵌入(通过数据赋能、规则耦合与信用生成机制实现稀缺价值的市场化转化)以及量化贡献评估体系建立，有效将区域品牌稀缺资源转化为企业可获取的流量优势、品质信号与信任溢价，从而破解个体理性与集体理性的冲突，促成企业深度参与和价值共创。本研究的理论贡献在于为破解“强企业弱品牌”困境提供了电商嵌入视角的协同机制路径，实践上为地方政府与品牌管理主体设计了可操作的治理方案，未来研究可进一步集成动态能力理论与新技术应用。

Abstract: This research, situated within the context of the rural revitalization strategy, addresses the issue of “participation inertia” among high-market-status enterprises in the development of agricultural regional public brands. The study identifies the root causes of this inertia, including incentive incompatibility, uncertainty of marginal benefits, superficial participation models, imbalances in governance structure rights and responsibilities, and limited e-commerce embedding effects. To tackle these challenges, an analytical framework centered on incentive compatibility theory is constructed, integrating value co-creation and resource dependence theories, with e-commerce platforms innovatively positioned as key regulatory levers. The study proposes a synergistic mechanism involving the transfer of institutional power (e.g., granting standard-setting and certification rights), deep embedding of e-commerce (realizing the market-oriented transformation of scarce resources through data empowerment, rule coupling, and credit generation mechanisms), and the establishment of a quantitative contribution assessment system. These measures effectively convert the scarce resources of regional brands into obtainable advantages for enterprises, such as traffic prioritization, quality signaling, and trust-based premium pricing, thereby resolving the conflict between individual and collective rationality and fostering deep participation and value co-creation. The theoretical contribution of this study lies in providing a synergistic mechanism pathway from an e-commerce embedding perspective to address the “strong enterprises, weak brands” dilemma. Practically, it offers actionable governance solutions for local governments and brand management entities. Future research could further integrate dynamic capability theory and explore applications of emerging technologies.