Reserach On Value Co-creation Of Agricultural Products Supply Chain Based On Geographical Indicationsn

With the improvement of living standards,more and more people pay attention to the quality of agricultural products.Geographical indications agricultural products(hereinafter referred to as landmark agricultural products)have gradually come into our sight.However,due to the backwardness of the overall development level in rural areas,the supply chain system of many landmark agricultural products is still not perfect,and the value promotion mechanism of landmark agricultural products is still unclear.This paper attempts to study the value co-creation of landmark agricultural products from the perspective of supply chain.The main research contents are as follows:Firstly,combing the existing literature,grasping the existing research theory and research direction of landmark agricultural products and agricultural products supply chain.Through extensive reading of literature,summarizing and refining,this paper constructs the research framework of value co-creation of local agricultural products supply chain from the perspective of resource base,dynamic capability and value co-creation,that is,resource Base-Dynamic capability-value co-creation framework.It also makes a detailed analysis and explanation of each theory in the theoretical framework.Secondly,according to the SPS case study method,the standard process is used to design the case.It includes selecting typical sample cases and collecting case data.According to the principle of typicality and theoretical sampling,two typical sample cases of Huang Xiaomi in Qinzhou,Shanxi,and Chen Pi in Guangdong Xinhui were selected.A large number of primary and secondary data were obtained through field investigation,in-depth interviews,on-site observation and network data collection.Through data encoding,the acquired data are coded and sorted out to construct a complete evidence chain,so as to get the relevant theory.Thirdly,through the case analysis of Qinzhou Huang Xiaomi,the logicalreplication case analysis of Xinhui Chen Pi case and cross-case analysis,summarizes the path and key elements of value creation in the two cases.Identify the key resources needed by leading enterprises of landmark agricultural products,including brand resources,productive resources and strategic resources,as well as the dynamic capabilities formed by these key resources,including brand capabilities,integration and reconstruction capabilities,learning and absorption capabilities,and then through the combination with value co-creators,explore six value co-creation from resources to capabilities and then to value co-creation.Route.Finally,it is found that the value co-creation of the supply chain of landmark agricultural products occurs between the leading enterprises of landmark agricultural products and the main bodies of the supply chain;the brand resources are the most important resources of the leading enterprises of landmark agricultural products;the realization of the value co-creation of landmark agricultural products needs to go through the logic of resource base,dynamic capability and value co-creation;the value co-creation of the supply chain of landmark agricultural products has many ways.The characteristics of path,through the joint role of multiple value creation paths,ultimately achieve a win-win situation.