Author(s)

ZiYuan Zhou^*, Jing Wen, GuoRun Liu

Affiliation(s)

School of Politics and Public Administration, Yunnan Minzu University, Kunming 650504, Yunnan, China.

Corresponding Author

ZiYuan Zhou

ABSTRACT

Achieving common prosperity is both the objective and the mission of China, with rural areas serving as the key focal point in this endeavor. Existing studies have predominantly focused on the logic of single-subject intervention, while paying insufficient attention to the operational logic of achieving common prosperity. Guided by value co-creation theory, this study constructs a logical analytical framework of "common prosperity value orientation-multi-stakeholder value co-creation-endogenous transition in rural areas" to examine the operational logic of achieving common prosperity in rural areas. Drawing on the representative case of Gantian Village, the study identifies an integrated mechanism in which governments restructure factor flow mechanisms through top-level institutional design, village collectives collaboratively establish market-oriented operational entities to mobilize land resources, social organizations extend industrial chains via technological capital, and farmers engage in value distribution through multi-dimensional role transitions. This institutional architecture establishes a self-reinforcing cycle of resource revitalization, value creation, and equitable benefit-sharing. By driving the transformation of traditional agriculture into standardized production systems and branded operations, it simultaneously enables coordinated progress in economic productivity, governance innovation, and cultural revitalization.

KEYWORDS

Co-creation of value; Rural area; Common prosperity; Practical logic

CITE THIS PAPER

ZiYuan Zhou, Jing Wen, GuoRun Liu. The practical logic of achieving common prosperity in rural areas: a value co-creation perspective. Journal of Trends in Financial and Economics. 2025, 2(3): 7-12. DOI: https://doi.org/10.61784/jtfe3049.

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