Research On The Influence Of Network Power Of Leading Agricultural Products Enterprises In Zibo City On The Growth Of Regional Brands

In the current situation in which Shandong Province takes“brand agriculture”as an important measure for the development of agriculture,promoting the development of the regional brand of agricultural products is the most important aspect of the development of agriculture in Zibo City.The development of the regional brand of agricultural products requires the joint efforts of internal members of the brand,and it is impossible to adapt to the fiercely competitive market by relying solely on the support and guidance of the government.The regional brands of agricultural products include many growers,small and medium-sized enterprises,and so on.They form an invisible network.The embedding of networks affects the development of enterprises,growers,and regional brands as a whole.Leading enterprises are the main force driving the development of regional branding of agricultural products.Therefore,from the perspective of social networks,taking network power as the starting point,we study the effect and role of the network power of leading enterprises in the development of agricultural product regional brands in different development cycles.Supporting the establishment of regional brands of agricultural products and the management of regional brands of agricultural products in the later period have important guiding significance for the promotion of regional brands and the economic development of Zibo City.The paper takes Boshan Kiwifruit from Zibo City as the case study.From the perspective of social networks,the structural holes,the strong and weak relations,and the difference order pattern are the entry points.The political power,structural power,inspirational power,and knowledge power are the main dimensions of network power.Perform a longitudinal analysis.We obtain data through field interviews,internal data,and official reports,and compare the data obtained from different sources to ensure the external validity of the data.The paper divides the development of Boshan Kiwifruit into four periods: free development,encouragement,active development and stable development.The paper compares the behaviors of the leading enterprises in the four periods and the development of Boshan Kiwifruit,and then analyzes the overall development history of Boshan Kiwifruit with network power as the starting point.Finally,it combines the analysis of vertical analysis and the perspective of network power.Concept of Network Power and Regional Brand Development of Agricultural Products.This article believes that leading companies can increase regional brand awareness,risk resistance and market competitiveness,network operating efficiency,resource allocation efficiency within the network,and maintain relationships among members through the network power they possess.This will ensure the stable development of regional brands of agricultural products.At the same time,we have found that the network power of leading companies does not exist independently.Political power,structuralpower,and knowledge power can all increase the influence of influential power.Structural power is more powerful under the influence of political power,but when the overall interests and the interests of members occur.In larger conflicts,the influence of network power on the members of the network will be reduced to some extent,especially the influential power and knowledge power,that is,individual interests will weaken the influence of influential power and knowledge power.In the affected channels,the increase in brand awareness will enhance the overall risk resistance and market competitiveness of the brand,and ensuring the overall atmosphere of the network can also improve the efficiency of network operations and the efficiency of resource allocation within the network,thereby promoting the development of regional brands of agricultural products.After the regional brands of agricultural products have been developed,they will continue to strengthen the influence of the influential and structural powers of leading enterprises.