我国传统特色农业集群区域品牌形成机理研究：理论构建与实证分析--以新疆吐鲁番葡萄集群为例

本文从地理维度、经济维度和社会维度视角探究我国传统特色农业集群区域品牌形成的关键影响因素，构建特色农业集群区域品牌形成机理的理论模型，实地调研新疆吐鲁番葡萄产业集群的典型地区，利用结构方程模型（ SEM）对特色农业集群区域品牌形成机理模型进行验证。研究结果表明，影响特色农业集群区域品牌形成的基础因素是地理资源禀赋和政府支持，核心驱动力是区域文化和供应链品牌协作。我国传统特色农业集群区域品牌创建由“资源优势”向“效率优势”和“品牌创新优势”转化，有赖于政府制度创新、集群供应链品牌协同及区域公用品牌与企业品牌的融合发展。

Research on the Formation Mechanism of Chinese Agricultural Cluster of Regional Brand with Traditional Characteristic:Theoretical Construction and Empirical Analysis---Taking Turpan Grape Clusters as An Example

This paper studies the key factors influencing the formation of Chinese agricultural clusters of regional brand with traditional characteristics from the perspectives of geographical, economic and social dimensions and develops a theoreti-cal model of their formation mechanism, which is tested by the structural equation model ( SEM) based on the field research in typical areas of the Turpan grape industry cluster in Xinjiang Autonomous Region.Results show that the basic factors influen-cing the formation of agricultural clusters of regional brand with traditional characteristics are geographic resources endowment and government support, and the core driving forces are the regional culture and the collaboration of supply chain brands.Pro-moting Chinese agricultural clusters of regional brand with traditional characteristics to transform from“resource advantages” to“efficiency” and“brand innovation” ones requires government institutional innovation, collaboration of clusters'supply chain brands, and the integration development of regional public brands and Enterprise brands.