管理评论

管理评论 ›› 2026, Vol. 38 ›› Issue (6): 257-269.

• 案例研究 • 上一篇    

数商兴农下生鲜电商品牌共同体的构建机理——基于关键群体理论的多案例研究

但斌1,2, 江小玲1,2   

  1. 1. 重庆大学经济与工商管理学院, 重庆 400044;
    2. 重庆大学物流与供应链创新重庆市重点实验室, 重庆 400044
  • 收稿日期:2023-05-05 发布日期:2026-07-08
  • 作者简介:但斌，重庆大学经济与工商管理学院教授，博士生导师，博士；江小玲，重庆大学经济与工商管理学院博士研究生。
  • 基金资助:
    国家社会科学基金项目(22VRC128)；中央高校基本科研业务费项目(2025CDJSKPT02)。

Construction Mechanism for Brand Communities of Fresh Produce E-commerce under the Background of Revitalizing Agriculture through Digital Business—A Multi-case Study Based on Critical Mass Theory

Dan Bin1,2, Jiang Xiaoling1,2   

  1. 1. School of Economics and Business Administration, Chongqing University, Chongqing 400044;
    2. Chongqing Key Laboratory of Logistics and Supply Chain Innovation, Chongqing University, Chongqing 400044
  • Received:2023-05-05 Published:2026-07-08

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摘要： 在全面推进乡村振兴及数商兴农背景下，生鲜电商与农产品生产者如何建立高质量的品牌合作，成为理论与实践中的重要问题。基于关键群体理论，通过四组生鲜电商与农产品生产者结对的多案例研究，探索了生鲜电商与农产品生产者结对的品牌共同体构建机理，提出了生鲜电商品牌共同体构建的亲农化路径和倚农化路径。研究发现，生鲜电商基于品类优势驱动或例证优势驱动，选择不同的注意力聚焦方向，能够形成不同的品牌共同体构建路径。在品牌共同体构建的集体行动过程中，生鲜电商聚焦于提升品牌共同体合法性或先进性的增益模式，选择适配的兴农策略破除农产品生产者面临的生产性与交易性约束，构建协调机制，能够保障兴农策略的效能。经过上述过程，生鲜电商与农产品生产者两类关键群体达成双向品牌联想，共同体价值得到提升，数商兴农价值增益得以实现。本文拓展了关键群体理论在生鲜农产品电子商务情境的应用，深化了品牌共同体在供应链层面的研究。结论与发现能够为生鲜电商品牌建设、农业产业可持续和产品高质量的包容性发展提供实践启示。

关键词: 生鲜电商, 供应链, 品牌共同体, 数商兴农, 多案例研究

Abstract: Under the background of comprehensively promoting rural revitalization and revitalizing agriculture through digital business, how fresh produce e-tailers can establish high-quality brand cooperation with agricultural producers has become a critical issue in both academia and industry. Based on the critical mass theory, this paper explores the process mechanism of constructing brand communities through a multi-case study of fresh produce e-tailers pairing up agricultural producers. On this basis, we propose the pro-agriculture and the farmer-reliant paths for fresh produce e-commerce brand communities. The findings show that fresh produce e-tailers, driven by category dominance or instance dominance, can form different paths for brand community construction by choosing different directions of attention. In collective action to build brand communities, fresh produce e-tailers adopt gaining models to improve the legitimacy and advancement of brand communities. Meanwhile, the e-tailers select appropriate rural revitalization strategies to address the productive and transactional constraints faced by agricultural producers and establish coordination mechanisms to ensure the effectiveness of rural revitalization strategies. Through the aforementioned process, a bidirectional brand association between the two critical groups is established, and the brand community value is ultimately increased through digital business for rural revitalization. This paper expands the application of critical mass theory in the context of fresh produce e-commerce and deepens the research on brand community at the supply chain level. The conclusions can provide managerial implications for the construction of fresh produce e-commerce branding, the sustainable development of the agricultural industry, and the inclusive development of high-quality fresh produce.

Key words: fresh produce e-commerce, supply chain, brand communities, revitalizing agriculture through digital business, multi-case study