The Growth Path and Formation Mechanism of Public Brand Ecosphere in Agricultural Product Regions——Vertical Case Study Based on Fuling Zhacai
The construction of regional public brand for agricultural products is an important means to promote the development of agricultural economy and achieve the revitalization of rural industries.This article takes the regional public brand ecosystem of agricultural products as the research object,based on the vertical case of Fuling Zhacai,and applies grounded theory to explore the growth path and formation mechanism of the regional public brand ecosystem of agricultural products.The growth process of the regional public brand ecosystem of Fuling Zhacai agricultural products can be divided into three stages:brand cultivation(before 2000),brand registration and growth(from 2000 to 2009),and brand ecosystem(from 2010 to present).Research has found that in the stage of brand cultivation,driven by factors such as the trend of saving the country through industry,reform and opening up,and market demand,the core government,in collaboration with relevant entities such as enterprises,scientific research institutions,cooperative organizations,and farmers,has played an important role in exploring the planting and processing technology of pickled vegetables,cultivating excellent varieties,and processing,enabling the breeding and development of Fuling Zhacai;In the stage of brand registration and growth,under the development pressure of scattered industrial layout,backward processing technology,and weak brands,Fuling Zhacai can be registered and grown by leveraging the core role of the government,leading enterprises,cooperatives,research institutions,farmers,and other important entities;In the stage of brand ecosystem,under development pressures such as consumption upgrading,declining profit margins,and severe product homogenization,the Fuling Zhacai brand ecosystem can be formed and continue to develop by leveraging the core role of enterprises,the important(or peripheral)role of the government,and the important role of leading enterprises,cooperatives,scientific research institutions,and farmers.
regional public brands for agricultural productsecosphereFuling Zhacaigrowth pathmechanism
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