关键词: 农产品区域公用品牌, 政府强引擎, 市场强引擎, 双强引擎

Abstract:

The regional public brand of agricultural products is an important focus of the agricultural brand construction. However, it is difficult to form an effective market-oriented supply mechanism of public goods in the low-level and underdeveloped stage of development. Based on the on the basis of theoretical construction, the study uses the grounded theory to code and verify 10 successful regional public brands of agricultural products. The results of the study are as follows: the key to the success of the case brands is to build “double engines” of the government and the market; the “engine” of the government is mainly reflected in two aspects: the perfect governance system and governance ability; the “engine” of the market is mainly reflected in the ability of leading enterprises and enterprise principals; the “engine” of the government affects the realization and the development level of the “engine” of the market; the “double engines” jointly affect the other participants’ enthusiasm and willingness to invest and brand awareness, and ultimately affect the construction performance of the regional public brand of agricultural products, including improving the regional brand image, increasing the premium level of agricultural products, achieving rural revitalization and increasing farmers’ income, and enhancing the integration efficiency of rural primary, secondary and tertiary industries.

Key words: Regional Public Brand of Agricultural Products, Government Engine, Market Engine, Double Engines