Research On The Factors Affecting The Development Of The Brand Of "Green Yunpin" In Yunnan Provinc

Yunnan "green cloud products" brand has a very important role in promoting the development of Yunnan highland special agriculture and promoting Yunnan agricultural supply-side reform.However,the brand building of Yunnan "Green Yunnan Products" is still in the primary stage,and the "Green Yunnan Products" matrix has not yet formed an effective application mechanism.Therefore,studying the mechanism of "green cloud product" brand development in Yunnan Province can help provide theoretical guidance for the development of agricultural economy and "green cloud product" brand development in Yunnan Province,and provide a basis for the government to formulate the policy of developing "green cloud product" brand.It also provides a basis for the government to formulate policies on the development of "green cloud products" brands.This dissertation takes the "green cloud products" matrix as the main line to study the factors influencing the development of "green cloud products" brand.Firstly,we analyze the current situation and problems of "green cloud product" brand development,and construct a model of "green cloud product" brand development influencing factors.Four primary indicators of regional brand,enterprise brand,product brand and brand governance are set,and 11 secondary indicators of geographical environment,craft heritage,agricultural industry,brand planning,brand cultivation,brand enhancement,product quality,product technology and innovation,as well as brand governance of "green cloud products" enterprises,government departments and industry associations are used.The brand awareness and brand reputation are used to measure the brand development of "green cloud products".Secondly,combining the empirical results with the evolutionary game analysis method,we establish a three-party evolutionary game model of "green cloud products" enterprises,industry associations and government,and explore the strategies of "green cloud products" enterprises,industry associations and government departments under different scenarios in the process of brand governance.Through numerical simulation,we analyze the evolutionary stability,equilibrium stability and influence relationship of the strategy choice of the relevant conclusions.Finally,suggestions are made from four aspects: regional brand,corporate brand,product brand and brand governance.The research results show that:(1)at the macro level,regional brand and corporate brand positively influence "green cloud products" brand development;corporate brand positively influences regional brand,product brand indirectly influences "green cloud products" brand development through influencing corporate brand;brand(2)At the micro level,the strategy choices of "green cloud products" enterprises,industry associations and government departments are influenced by each other,and the evolutionary stabilization strategy is influenced by the cost,benefit,subsidy and reward of brand governance.