A Case Study on Agricultural Product’s Brand Competitiveness Under “Internet+”
International Journal of Agricultural Economics
Volume 4, Issue 1, January 2019, Pages: 26-31
Received: Jan. 3, 2019;
Accepted: Feb. 7, 2019;
Published: Feb. 25, 2019
Views 311 Downloads 61
Zhao Chunyan, Center for Chushang Entrepreneurship, Wenhua College, Wuhan, China
Dai Fuquan, Shenzhen Lihexing Limited by Share Ltd, Yantai, China
Zhao Shulei, Department of Finance, Wenhua College, Wuhan, China
Liu Xin, Department of Civil Engineering, Wenhua College, Wuhan, China
Follow on us
The development of agricultural regional public brand under “Internet+” has four primary benefits: promoting the organic connection between small peasant household and modern agricultural development; promoting the fusion development of agricultural products among primary, secondary and tertiary industries; accelerating the development of agricultural modernization; helping achieving the revitalization of agriculture. As a big agricultural country, China isn't the strong one. Many brands of agricultural products are worth of low, with strong local area and weak international competitiveness of the brand. How to promote brand competitiveness of the agricultural products in China under "Internet+" context. This paper takes SOD Apple with the Hong Fu Man Yuan in Shan Dong, Yan Tai, having inquired into its current states and problems to response. This article constructs four dimensions to strengthen the brand competitiveness of agricultural products under the background of "Internet +" and then promote regional economic development, including seeking policy support, exploring multi-channel financing, absorbing talents and constructing regional public brand.
Internet+, Agricultural Products, Agricultural Regional Public Brand, Brand Competitiveness
To cite this article
A Case Study on Agricultural Product’s Brand Competitiveness Under “Internet+”, International Journal of Agricultural Economics.
Vol. 4, No. 1,
2019, pp. 26-31.
Copyright © 2019 Authors retain the copyright of this article.
This article is an open access article distributed under the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/
) which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Zhao W H, Zhang H L. Study on Influential Factors of Agricultural Eco-place Brand Competitiveness. Proceedings of the 22nd International Conference on Industrial Engineering and Engineering Management 2015. Atlantis Press [M], 2016:611-619.
Qing T C. The Economic Analysis on the Regional Public Brand of Agricultural Products: A Signaling Game Model Based on Reputation [J]. Journal of Business Economics, 2012, 1 (11):15-23.
Lin J Y. Industrial Policy and China’s Economic Development: From the Perspective of New Structural Economics [J]. Fudan Journal, 2017 (5):1-11.
Arvidsson A, Caliandro A. Brand Public [J]. Journal of Consumer Research, 2015, 42 (5): 727–748.
Leng K, Jin L, Wen S, et al. Research on agricultural products supply chain inspection system based on internet of things [J]. Cluster Computing, 2018 (1):1-9.
Cappai M G, Rubiu N G, Pinna W. Economic assessment of a smart traceability system (RFID+DNA) for origin and brand protection of the pork product labelled “suinetto di Sardegna” [J]. Computers & Electronics in Agriculture, 2018, 145:248-252.
Rhodes V J. The Large Agricultural Cooperative as a Competitor [J]. American Journal of Agricultural Economics, 1983, 65 (5):1090-1095.
Hao J, Bijman J, Gardebroek C, et al. Cooperative membership and farmers’ choice of marketing channels – Evidence from apple farmers in Shaanxi and Shandong Provinces, China [J]. Food Policy, 2018, 74:53-64.
Boland M, Sumner P D. Sunkist Growers: Refreshing the Brand [J]. Review of Agricultural Economics, 2009, 31 (3):628-639.
Onitsuka K, Hoshino S. Inter-community networks of rural leaders and key people: Case study on a rural revitalization program in Kyoto Prefecture, Japan [J]. Journal of Rural Studies, 2018:18-23.