现代农业研究2025，Vol.31Issue(11)：78-83,6.
农业文化遗产地农产品品牌溢价路径分析
Analysis of the Path of Agricultural Heritage Areas' Agricultural Products' Premium Pricing-taking Yunnan Hani Terraces as an Example
候英玲 1李永前 1赵秋燕 1周娟1
作者信息
- 1. 云南农业大学经济管理学院 云南,昆明 650201
- 折叠
摘要
Abstract
The brand premium of agricultural products from heritage sites serves as a pivotal mechanism for transform-ing their ecological and cultural values,while also activating local rural resources and addressing developmental gaps.This study focuses on the globally significant agricultural heritage site,the Hani Rice Terraces in Yunnan,employing a case study approach to elucidate the mechanisms and transformation pathways of brand premium generation for agricul-tural products in such heritage sites.The research posits that the premium foundation of Hani Terrace products lies in their unique"Four Elements Co-construction"ecological value,millennia-old agricultural cultural value,and social value.The realization of brand premium follows a systematic value transformation pathway,manifested through four core dimensions:cultural empowerment,ecological endorsement,experiential integration,and collaborative construction,collec-tively influencing the entire process of value recognition,transformation,market acceptance,and premium realization.The"Value-Trust"dual model and the aforementioned pathways established in this study provide a theoretical frame-work and practical reference for achieving product value enhancement and dynamic heritage conservation in agricultural heritage sites.关键词
品牌溢价/农业文化遗产/路径分析/哈尼梯田/价值转化Key words
brand premium/agricultural cultural heritage/path analysis/Hani terraces/value transformation分类
管理科学引用本文复制引用
候英玲,李永前,赵秋燕,周娟..农业文化遗产地农产品品牌溢价路径分析[J].现代农业研究,2025,31(11):78-83,6.
