基于扎根理论的海水稻大米绿色品牌培育模式与策略研究

农产品品牌化战略是转变农业发展方式的必经之路。"袁米"海水稻大米品牌的高效运营,对农产品品牌培育研究具有重要实践意义。本文以此为研究对象,运用扎根理论研究方法展开分析,探究海水稻大米绿色品牌培育模式:政府科研资助、农业企业运营和商业融资为代表的多方合作形式,精准定位市场需求,搭建品牌培育平台,通过研产销一体化渠道,实现海水稻大米绿色品牌价值认同。由此表明,政府科研资助、农业企业及商业融资协同运营,利用"互联网+农业"发展方式,可有效培育海水稻大米绿色品牌;为推动海水稻产业化发展,改良盐碱地,坚守耕地红线,提供有效措施;对于促进实现农业供给侧结构性改革,意义深远。

Research on the Cultivation Mode and Strategy of Sea Rice Green Brand: Based on the Grounded Theory

The brand strategy of agricultural products is the only way to change the mode of agricultural development. The efficient operation of the brand of u Yuan Mi” sea rice has important practical significance for the research of agricultural product brand cultivation. As the research object in this paper ,we use the method of grounded theory research to analysis , and explore the sea rice green brand cultivation mode: government research funding, agricultural enterprises operation and business financing as a representative form of multi-party cooperation , on the basis of accurate positioning, according to the market demand to build brand cultivation platform, through the establishment of integrated production and marketing channels, realize the value of rice green brand identity. This shows that the government research funding, agricultural enterprises and commercial financing cooperation operation , and use the u Internet + agriculturen development model, can effectively cultivate the green brand of sea rice. To promote the industrialization of sea rice, improve saline-alkali land , adhere to the red line of arable land, this model provides effective measures. And it has far-reaching significance to promote the realization of agricultural supply-side structural reform.