农产品网货品牌培育节俭式创新路径研究
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摘要
品牌建设贯穿农业全产业链,是推动农业农村高质量发展的持久动力,但发端于网购、成长于网购的特色农产品网货品牌还较少受到学者关注。本文采用双案例研究方法,首先提出了整合品牌定位理论、品牌叙事理论和电商运营理论的农产品网货品牌培育节俭式创新理论框架,然后利用研究假设对"夔山里二娃子"和"小七陈卤"两个来自草根创业的农产品网货品牌进行了案例分析研究。研究发现互联网嵌入为农产品网货品牌节俭式创新创造了机遇,精准定位帮助农产品网货品牌占领消费者心智,品牌故事是农产品网货品牌与消费者之间的情感纽带,体验口碑是农产品网货品牌持续成长的动力。本文的结论丰富了网货品牌培育机理的理论认识,对于区域农产品电商产业发展、农产品电商草根创业者如何建立"大品牌"实践路径具有一定参考价值。
Brand construction runs through the entire agricultural industry chain,which is a lasting driving force to promote the high-quality development of agriculture and maintain the prosperity of rural industries. In recent years,the strong power generated by the Internet and the demand for consumption upgrades have spawned a group of agricultural online-brands with fast growth,high premium and great influence,such as Chu-Orange and Three squirrels. However,this kind of brands that originated in online shopping and grew online shopping are still receiving less attention. The current market practice of agricultural products e-commerce is still in its infancy,and the following research gaps exist in the cultivation of agricultural online-brands. 1)What are the innovative elements of agricultural product online branding? 2) Can " small enterprises" use the power of e-commerce to achieve the " big brand" of online goods? 3) How does grassroots entrepreneurship use the " Internet + " to cultivate agricultural product online-brands in the context of limited marketing budget? Focusing on these problems,this paper starts from the frugal innovation theory,uses existing literature to establish research framework and hypothesis,adopts the double case research method,and proposes the theoretical framework and path of agricultural online-brand cultivation.Before the case study is made,this paper constructs a hypothetical framework for fostering frugal innovation research on agricultural online-brands with brand positioning,brand narrative and brand reputation as the main elements. Among them,brand positioning includes three elements: geographical positioning,characteristic positioning and value positioning; brand narrative includes three elements: story theme,story content and story communication; brand reputation includes three elements: quality word of mouth,service word of mouth and logistics word of mouth. The current theory and practice of agricultural products e-commerce is still in its infancy,and there are not many cases available for research. This paper selects the two Chongqing agricultural products e-commerce Online Shop,namely " Erwazi in Kuishan" and " Xiaoqi Chen Lu",as the case study objects.Data sources of the cases include data crawling,on-site visits,face-to-face in-depth interviews,literature studies,web materials,and research team shopping experiences.In the case analysis section,this paper analyzes and discusses in detail how the research objects use the Internet to empower,how to position the brand,how to tell the brand story,and how to improve the experience of word of mouth. The large e-commerce platform represented by Taobao provides a low threshold and systematic"ladder"plan for grassroots entrepreneurship.Both cases combine geography and product features for brand positioning,and their brand stories are built on experiences from life and the background of the times. They all enhance the word of mouth from the quality control and customer service.By synthesizing the analytical framework based on the existing theory to explain the new phenomenon of agricultural online-brand,and then continuing to deeply study the two cases,this paper draws the following main conclusions:1) Internet embedding has created an opportunity for the era of agricultural online-brand frugal innovation. The report of the 19 th National Congress of the Communist Party of China clearly stated that it is necessary to deepen the integration of the real economy and the Internet. Internet embedding has a significant positive impact on the thrifty innovation of grassroots entrepreneurs,especially rural entrepreneurs. The agricultural online-brand is based on the unique growth path of frugal innovation,which provides the possibility for the new agricultural production and management entities to build their own "big brands". The grassroots entrepreneurship based on the large e-commerce platform still has a low opportunity cost.2) Precise positioning is the precondition for the agricultural online-brands to occupy the consumer's mind. Positioning is not only related to how online shopping consumers recognize the brand of agricultural products,but also the cost of using e-commerce platform marketing tools to divert. Making full use of geographical indications,value appeals,and unique production environments and food cultures that are closely linked to each other can guide consumers to segment brand perceptions,which is an important prerequisite for occupying consumers' minds.3) Cultural stories are a powerful way for agricultural online-brands to enhance consumer emotional communication. Every brand has a story. The Internet era brand is IP,IP is the story. The story of agricultural products online goods needs to have a clear theme,rich content,from the real-life scene,and tell the story to consumers in the right way and form.4) Word of mouth is the continuous driving force for the survival and development of agricultural online-brands. Consumer word of mouth contains information on the quality of agricultural products,logistics,customer service and other aspects of information. More and more consumers use word of mouth as a reliable source of information with very low search costs before the decision-making. The information display mechanism,quality assurance mechanism and reputation mechanism provided by the e-commerce platform provide continuous driving force for brand creation and development.Finally,based on these findings,the paper proposes a path for cultivation of agricultural online-brands in the fugal innovation mode. First,it is necessary to combine the long tail and the search equilibrium characteristics of the platform economy to carry out brand segmentation from the geographical,humanities and categories of agricultural products. Secondly,based on the precise positioning,the cultural story is used to shape the brand image,and finally strengthen the positioning and dissemination while enhancing the consumer's experience reputation in the operation process.There are also many limits in the research of this paper such as relatively simple case study method with two cases,limited theoretical interpretation in the new retail situation,and big-data acquisition method. Nevertheless,the conclusions of this paper further improve and enrich the theoretical understanding of the mechanism and path of agricultural online-brand cultivation,and have certain value in the application of consultation.
Brand construction runs through the entire agricultural industry chain,which is a lasting driving force to promote the high-quality development of agriculture and maintain the prosperity of rural industries. In recent years,the strong power generated by the Internet and the demand for consumption upgrades have spawned a group of agricultural online-brands with fast growth,high premium and great influence,such as Chu-Orange and Three squirrels. However,this kind of brands that originated in online shopping and grew online shopping are still receiving less attention. The current market practice of agricultural products e-commerce is still in its infancy,and the following research gaps exist in the cultivation of agricultural online-brands. 1)What are the innovative elements of agricultural product online branding? 2) Can " small enterprises" use the power of e-commerce to achieve the " big brand" of online goods? 3) How does grassroots entrepreneurship use the " Internet + " to cultivate agricultural product online-brands in the context of limited marketing budget? Focusing on these problems,this paper starts from the frugal innovation theory,uses existing literature to establish research framework and hypothesis,adopts the double case research method,and proposes the theoretical framework and path of agricultural online-brand cultivation.Before the case study is made,this paper constructs a hypothetical framework for fostering frugal innovation research on agricultural online-brands with brand positioning,brand narrative and brand reputation as the main elements. Among them,brand positioning includes three elements: geographical positioning,characteristic positioning and value positioning; brand narrative includes three elements: story theme,story content and story communication; brand reputation includes three elements: quality word of mouth,service word of mouth and logistics word of mouth. The current theory and practice of agricultural products e-commerce is still in its infancy,and there are not many cases available for research. This paper selects the two Chongqing agricultural products e-commerce Online Shop,namely " Erwazi in Kuishan" and " Xiaoqi Chen Lu",as the case study objects.Data sources of the cases include data crawling,on-site visits,face-to-face in-depth interviews,literature studies,web materials,and research team shopping experiences.In the case analysis section,this paper analyzes and discusses in detail how the research objects use the Internet to empower,how to position the brand,how to tell the brand story,and how to improve the experience of word of mouth. The large e-commerce platform represented by Taobao provides a low threshold and systematic"ladder"plan for grassroots entrepreneurship.Both cases combine geography and product features for brand positioning,and their brand stories are built on experiences from life and the background of the times. They all enhance the word of mouth from the quality control and customer service.By synthesizing the analytical framework based on the existing theory to explain the new phenomenon of agricultural online-brand,and then continuing to deeply study the two cases,this paper draws the following main conclusions:1) Internet embedding has created an opportunity for the era of agricultural online-brand frugal innovation. The report of the 19 th National Congress of the Communist Party of China clearly stated that it is necessary to deepen the integration of the real economy and the Internet. Internet embedding has a significant positive impact on the thrifty innovation of grassroots entrepreneurs,especially rural entrepreneurs. The agricultural online-brand is based on the unique growth path of frugal innovation,which provides the possibility for the new agricultural production and management entities to build their own "big brands". The grassroots entrepreneurship based on the large e-commerce platform still has a low opportunity cost.2) Precise positioning is the precondition for the agricultural online-brands to occupy the consumer's mind. Positioning is not only related to how online shopping consumers recognize the brand of agricultural products,but also the cost of using e-commerce platform marketing tools to divert. Making full use of geographical indications,value appeals,and unique production environments and food cultures that are closely linked to each other can guide consumers to segment brand perceptions,which is an important prerequisite for occupying consumers' minds.3) Cultural stories are a powerful way for agricultural online-brands to enhance consumer emotional communication. Every brand has a story. The Internet era brand is IP,IP is the story. The story of agricultural products online goods needs to have a clear theme,rich content,from the real-life scene,and tell the story to consumers in the right way and form.4) Word of mouth is the continuous driving force for the survival and development of agricultural online-brands. Consumer word of mouth contains information on the quality of agricultural products,logistics,customer service and other aspects of information. More and more consumers use word of mouth as a reliable source of information with very low search costs before the decision-making. The information display mechanism,quality assurance mechanism and reputation mechanism provided by the e-commerce platform provide continuous driving force for brand creation and development.Finally,based on these findings,the paper proposes a path for cultivation of agricultural online-brands in the fugal innovation mode. First,it is necessary to combine the long tail and the search equilibrium characteristics of the platform economy to carry out brand segmentation from the geographical,humanities and categories of agricultural products. Secondly,based on the precise positioning,the cultural story is used to shape the brand image,and finally strengthen the positioning and dissemination while enhancing the consumer's experience reputation in the operation process.There are also many limits in the research of this paper such as relatively simple case study method with two cases,limited theoretical interpretation in the new retail situation,and big-data acquisition method. Nevertheless,the conclusions of this paper further improve and enrich the theoretical understanding of the mechanism and path of agricultural online-brand cultivation,and have certain value in the application of consultation.
引文
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[4]姜奇平.对网货的初步探讨——读《零售与分销经济学》[J].互联网周刊,2009(23):66-67.Jiang Qiping. A preliminary study of online goods:Reading retail and distribution economics[J]. Internet Weekly,2009(23):66-67.
[5] Dayal S,Landesberg H,Zeisser M. Building digital brands[J]. Mckinsey Quarterly,2000,2(2):42-51.
[6] Ind N,Riondino M C. Branding on the Web:A real revolution?[J]. Journal of Brand Management,2001,9(1):8-19.
[7]涂荣庭,朱华伟.顾客导向的网络品牌建设之路[J].管理学报,2008,5(3):385.Tu Rong Ting,Zhu Huawei. Way to establishing customeroriented e-brands,[J]. Chinese Journal of Management,2008,5(3):385.
[8] Rios R E,Riquelme H E. Sources of brand equity for online companies[J]. Journal of Research in Interactive Marketing,2010,4(3):214-240.
[9]骆紫薇,卫海英.如何塑造网络品牌?——基于认知方法和关系方法的网络品牌资产测量的实证研究[J].现代管理科学,2011(7):21-23.Luo Ziwei,Wei Haiying. How to build a network brand?--An empirical study on the measurement of network brand equity based on cognitive and relational methods[J]. Modern Management Science,2011(7):21-23.
[10]赵侃.“体验传播”——互联网+时代品牌传播的设计新支点[J].装饰,2017(6):85-87.Zhao Kan."Experience communication"--A new fulcrum for brand communication in the Internet+era[J]. decoration,2017(6):85-87.
[11]朱丽叶,袁登华,张红明.顾客参与品牌共创如何提升品牌忠诚?——共创行为类型对品牌忠诚的影响与作用机制研究[J].外国经济与管理,2018,40(5):84-98.Juliet,Yuan Denghua,Zhang Hongming. How do customers participate in brand co-creation to enhance brand loyalty?-Research on the influence and mechanism of co-creation behavior on brand loyalty[J]. Foreign Economics and Management,2018,40(5):84-98.
[12] Hossain M. Frugal innovation:A review and research agenda[J]. Journal of Cleaner Production,2018,182:926-936.
[13] Bhatti Y A. What is frugal,What is innovation? Towards a theory of frugal innovation[J]. Social Science Electronic Publishing,2012.
[14]刘钒,吴晓烨.社会价值导向的朴素式创新:结构、模式与对策[J].自然辩证法研究,2018(4).Liu Fan,Wu Xiaoye. Frugal innovation of social value orientation:Structure,model and countermeasure[J]. Studies in Dialectics of Nature,2018(4).
[15]张军,阮鸿鹏,许庆瑞.节俭式创新:面向新兴市场的创新新范式[J].科学学与科学技术管理,2017(3):30-43.Zhang Jun,Ruan Hongpeng,Xu Qingrui. Frugal innovation:A new paradigm of innovation for emerging markets[J]. Science of Science and Management of S.&T.,2017(3):30-43.
[16]阿尔·里斯,杰克·特劳特.定位:有史以来对美国营销影响最大的观念:the battle for your mind[M].机械工业出版社,2011.Al Ries,Jack Trout. Positioning:The battle for your mind[M],Machinery Industry Press,2011.
[17]张会锋.里斯和特劳特定位理论反思——一个基于认知的实证研究[J].管理世界,2013(7):113-122.Zhang Huifeng. Refelections on ries and trout’s position theory:A cognitive-based empirical study[J]. Management World,2013(7):113-122.
[18] Bruce D. Storytelling wins hearts[J]. Marketing Magazine,2001,106(9):26-26.
[19] Barbara B. Stern. Who talks advertising? Literary theory and narrative"Point of View"[J]. Journal of Advertising,1991,20(3):9-22.
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