基于扎根理论的农业标准化创新战略研究—以江苏中洋集团为例

Research on Innovation Strategy of Agricultural Standardization Based on Ground Theory—A Case Study of Zhongyang

摘要: 农业标准化是保障食品安全、提高农产品竞争力、发展现代农业的必要条件，但当前面临标准体制不健全的问题。以中洋集团为研究对象，依托扎根理论，探讨了农业标准化创新的影响因素。研究发现，中洋集团在领导力驱动、产品与服务、营销策略、品牌战略以及质量追溯等方面实现的创新对农业标准化发展有显著的正向影响。在此基础上提出了供给侧改革背景下农业标准化创新的5条路径，并给出5条创新路径的对策和建议。

Abstract: Agricultural standardization is a condition sine qua non for ensuring food safety, improving com-petitiveness of agricultural products and developing modern agriculture, nevertheless, such standard system still remains defective to some extent presently. Grounded Theory is a qualitative research method adopted as the prominent instrument for the present research. It is concluded that Zhongyang Group has a significant positive impact on development of Agricultural Standard-ization in leadership motivation, products and service, marketing strategy, brand management and quality traceability. Based on the above findings, relevant strategies and suggestions with regard to model innovation of agricultural standardization in the context of supply-side reform will be thereupon proposed, and gives 5 innovation countermeasures and suggestions.