西南林业大学学报2025，Vol.9Issue(4)：33-39,7.
品牌参与对家庭农场绩效的影响研究
A Study on the Impact of Brand Participation on the Performance of Family Farms
摘要
Abstract
Family farms are the backbone of agricultural brand development and are crucial in comprehensively advancing the new 'Three Products and One Standard'.Based on sample data from 2 718 family farms in Yunnan Province,a multiple regression method was employed to analyze the impact mechanism of brand participation on the operational performance of family farms,utilizing theories of brand premium and market share enhancement in eco-nomics.Furthermore,the Propensity Score Matching(PSM)method was applied to address self-selection bias and endogeneity issues.The results indicate that brand participation can enhance the operational performance of family farms,with quality certification having the most significant effect on increasing farm income.Differentiated brand creation has varying impacts on the performance of different types of family farms,with the most pronounced effect observed in livestock family farms.Accordingly,recommendations are proposed to strengthen farm owners' brand creation and operational capabilities,promote brand creation in family farms in a categorized and orderly manner,and optimize the brand operating environment.关键词
品牌/家庭农场/经营/绩效Key words
brand/family farm/management/performance分类
管理科学引用本文复制引用
郭瑞婧,谢彦明,张连刚..品牌参与对家庭农场绩效的影响研究[J].西南林业大学学报,2025,9(4):33-39,7.基金项目
国家自然科学基金项目"农民合作社参与对乡村治理绩效的影响机理及效果研究"(72163030)、云南省哲学社会科学项目"云南省家庭农场规模化经营效率、驱动机制与精准培育研究"(YB2022046)资助. （72163030）
