Game Analysis Of Green Food Regional Brand Governance

The rapid development of the market economy and the new economic model have made a great change in the form of competition in the domestic market.It has shifted from the traditional product service competition to the present brand competition.The brand not only means the image of a certain enterprise,but also the performance of the economic strength of a certain country or a certain region.At the same time,in the rapid development of China’s market economy,people begin to pay attention to the problem of food quality safety and health,the awareness of green health is constantly intensification,green food has become the focus of attention.Therefore,the development of green food has occupied a more broad stage,the market share is also increasing,its brand role.And its value is also continuing to strengthen.However,as the green food regional brand appears relatively late and has the property of quasi public goods,there is opportunistic behavior in its use and maintenance,some enterprises have fluke psychology,the use of green food regional brand hitchhiking,but not the maintenance of brand,its products are good and mixed,damage regional products.The value of the card.Under such circumstances,it is necessary to manage the regional brand of green food and create a good environment for the development of green food.On the premise of the basic theory of regional brand theory,brand governance theory and game theory,this paper analyzes the role of the stakeholders in the green food regional brand governance,including the government,industry association and green food enterprises.Based on the above analysis,combined with the evolutionary game analysis method,the evolutionary game model of green food leading enterprises and non leading enterprises on green food regional brand governance is established,and the stable evolutionary governance strategy is determined.The results show that the main brand governance strategy of green food leading enterprises and non leading enterprises is the main strategy.The influencing factors are input costs and benefits.With the dynamic change of the two factors,different evolutionary stable equilibria will be formed.In the real development,the government,enterprises and industry associations have tried to take different measures to solve the problem because of the problem of the governance of the green food regional brand,and the practice shows that the progress is very little.Then,based on the cooperative game theory,this paper puts forward a new idea to solve the green food regional brand governance,that is,the new thought of the three parties that the enterprises and the government do not cooperate with the government,the government,the enterprise and the industry association to analyze the problem of the green food regional brand governance.The result shows that the government,the enterprise and the industry collaborate on the green food regional brand governance,reasonable input and distribution of income,and ultimately achieve a win-win result.Based on the above evolutionary game and cooperative game analysis,the government,enterprises and trade associations respectively put forward corresponding countermeasures for strengthening the regional brand management of green food.