乡村振兴背景下江西脐橙区域品牌建设与提质路径研究

Regional Brand Building and Quality-Enhancement Paths for Jiangxi Navel Oranges under the Rural Revitalization Strategy

摘要: 目的：在乡村全面振兴与生态产品价值实现背景下，分析江西脐橙区域品牌由资源优势向品牌优势、产业优势和富民优势转化的机制，重点解释高产价跌与黄龙病反弹并存时区域公用品牌如何同时应对市场风险与生物风险。方法：以赣南脐橙为核心案例，综合2024~2026年政府公开资料、新闻报道和中国知网可检索文献，在文献分析、案例分析与价值链分析基础上，引入区域公用品牌治理、集体行动与协同治理视角，并借鉴过程追踪思路，对“母子品牌协同管理”和“黄龙病联防联控”两个核心治理机制按照问题触发、主体响应、协同执行与反馈调整进行拆解。结果：江西脐橙已形成较强的规模、地理标志和品牌价值基础，但高位供给与集中上市可能引致普通果价格下行，黄龙病与柑橘木虱又构成长期产业安全约束；两类风险通过农户收益、质量稳定性和品牌信誉相互传导。结论：应构建“市场风险–生物风险”双重韧性治理框架，以供需监测、分级销售和加工调峰增强市场韧性，以无病苗木、虫情监测、区域统防和病树清除增强生物韧性，并通过分层授权、追溯评价和多主体协同把两类机制纳入统一品牌治理体系，实现品牌增值与果农增收协同。

Abstract: Objective: This study examines how the Jiangxi navel orange regional public brand, represented by Gannan Navel Orange, can convert ecological and resource endowments into brand value, industrial competitiveness and farmer income while coping simultaneously with market and biological risks. Methods: Government information, news reports from 2024~2026 and Chinese academic literature were combined with literature review, case analysis and value-chain analysis. Drawing on regional public-brand governance, collective-action and collaborative-governance perspectives, the study also adopts a process-tracing logic to unpack two core mechanisms—parent/sub-brand coordination and area-wide Huanglongbing control—through problem triggering, actor response, coordinated implementation and feedback adjustment. Results: Jiangxi has established strong production, geographical-indication and brand foundations, but concentrated high output may depress ordinary-fruit prices, while Huanglongbing and Asian citrus psyllid pressures create long-term production-security risks. These two risks interact through farmer income, quality stability and brand reputation. Conclusion: A dual-resilience framework linking market risk and biological risk is proposed. Market resilience should be strengthened through supply-demand monitoring, grading, diversified channels and processing buffers; biological resilience should be strengthened through healthy seedlings, pest monitoring, coordinated psyllid control and infected-tree removal, while tiered authorization, traceability and multi-actor coordination integrate both mechanisms into regional brand governance.