Research On The Realization Mechanism Of Regional Brand Value Of Agricultural Products Based On Value Co-creation

To create a regional brand of agricultural products is an effective way to let agricultural products get free from the current situation of large amounts,less popularity and great dispersion,so as to improve competitiveness of agricultural products.It is of great importance to build a brand that can adapt to the development of agricultural economy and meet the needs of transformation and upgrading of regional competitive industries.With the rapid development of regional brands of agricultural products,a few problems in quality and the difficulties in realization of the brand value have also emerged.In this sense,the research on the ways of realizing the brand value will definitely boost the process of brand building scientifically and promote the process of value realizing efficientlyThis study integrates related literature on regional brand and value co-creation of agricultural products.Based on the value co-creation theory,taking "LiShuiShanGeng" as the case study object,in-depth interviews were conducted with industrial chain personnel,consumers and the government.Based on the grounded theory,the key factors influencing the realization of regional brand value of agricultural products and their relationships are extracted,and the realization mechanism model of regional brand value of agricultural products is constructed.Questionnaire survey was used to investigate the related personnel of the "LiShuiShanGeng" industrial chain,and structural equation model was used to conduct an empirical study on the conceptual model constructed by the grounded theory,so as to verify the rationality of the model.Grounded theory research shows that the three dimensions of regional brand value co-creation of agricultural products are:industrial chain staff and brand interaction,consumer and brand interaction,and government and brand interaction.This paper constructs the realization mechanism model of regional brand value of agricultural products based on value co-creation--stakeholder brand perceived value--regional brand value of agricultural productsThe empirical research results show that the main driving force of value realization comes from the interaction and perceived value between stakeholders and the brand.The greater the interaction degree and the higher the efficiency,the more perceived value will promote the realization of brand value.This further explains the importance of brand interaction to value realization.The importance ranking of factors affecting the perceived value of stakeholders is the interaction between brands and consumers,industrial network personnel and the government.However,the interaction between the government and the brand does not have a significant impact on the perceived value of stakeholders.The relationship between each dimension and each factor is close,which verifies the rationality of the model constructed by the grounded theoryBased on the analysis of the above conclusions,this paper puts forward some suggestions to promote the realization of regional brand value of agricultural products.Through the improvement and strengthening of regional agricultural products brands themselves,better and more effective interaction between industrial chain staff,consumers and the government can help brand stakeholders form the perceived value of the brand,thus promoting the realization of regional agricultural products brand value.