电商语境下农产品区域公用品牌的治理张力与协同路径研究

A Study on Governance Tensions and Collaborative Paths of Regional Public Brands of Agricultural Products in the Context of E-Commerce

摘要: 农产品区域公用品牌对农业发展和农民增收具有巨大作用，是促进乡村产业振兴的有力抓手，电子商务在突破其流通地域限制、提升品牌辐射力的同时，因跨域性、主体多元性等特征催生治理张力，制约品牌可持续发展。本文以SFIC模型和集体行动理论为基础，构建整合性分析模型，解析治理张力的三重表征：主体协同失序、制度适配不足与场域互动错位。研究发现，治理张力源于两大理论框架的深度耦合与相互强化，放大了农产品区域公用品牌“公共物品属性与个体理性”的固有矛盾。基于此，本文构建了“SFIC四维核心协同 + 集体行动激励惩戒”的双轨制化解路径。研究为农产品区域公用品牌电商化治理提供理论参考与实践指引，契合乡村产业振兴战略需求。

Abstract: Regional public brands of agricultural products play a pivotal role in promoting agricultural development and increasing farmers’ income, serving as a powerful driver for rural industrial revitalization. While e-commerce breaks through geographical constraints on circulation and enhances brand influence, its characteristics such as cross-regionality and multi-agent participation give rise to governance tensions, restricting the sustainable development of brands. Based on the SFIC Model and Collective Action Theory, this paper constructs an integrated analytical model to analyze the three-dimensional manifestations of governance tensions: disordered subject collaboration, inadequate institutional adaptation, and misplaced field interaction. The research finds that governance tensions stem from the deep coupling and mutual reinforcement of the two theoretical frameworks, which amplifies the inherent contradiction between the “public goods attribute” and “individual rationality” of regional public brands of agricultural products. Based on this, the paper proposes a dual-track resolution path of “four-dimensional core collaboration of the SFIC Model + incentive and disciplinary mechanisms of collective action”. This study provides theoretical reference and practical guidance for the e-commerce-oriented governance of regional public brands of agricultural products, aligning with the strategic needs of rural industrial revitalization.