Regional brand building is one of the important measures of rural revitalization,which plays a leading role in regional development.However,in the process of brand building,there are some'free rider'enterprises,which reduce the overall brand recognition of the brand.This paper starts from the two important participants in the process of regional brand construction of Yichuan millet:local government and operating enterprises,constructs the evolutionary game model of the two parties,finds out the evolutionary stability strategy,and obtains the specific evolution process of the game between the two parties through simulation analysis,and deeply explores the influencing factors of the change of the strategy selection of the two parties,in order to put forward feasible suggestions for mobilizing the enthusiasm of the participants.
关键词
伊川小米/区域品牌/农产品/演化博弈
Key words
Yichuan millet/regional brands/agricultural products/evolutionary game
万方数据