Abstract
This paper studies the network structure of geographical indication agricultural products in the field of e-commerce in Sichuan Province, and discusses the joint mechanism of geographical indication brands based on network structure. Taking the geographical indication products as the node, the consumer’s purchase behavior is the connection relationship, and the network structure of the geographical indication products is analyzed from the perspective of consumer behavior, and then the regional brand creation is based on this.This paper constructed a product——product network——brand alliance——regional brand geographical indication agricultural product regional brand creation path. The paper focuses on the resource dependent brand joint behavior based on individual interests, and the joint behavior of geographically dependent brands based on the perspective of regional interests. When the brand joint starting point is based on individual interests, it will tend to choose resource-based agricultural product brands that have strong commodity-related strength and can bring the greatest consumer transformation to themselves; when the brand joint starting point is to promote the regional-based regional economy, it will tend to start from the cluster-based brand alliance, emphasizing the development of a good geographical indication agricultural product brand to promote the development of a geographically-improved GI brand.
Highlights
As a special regional brand, geographical indication can bring economic protection to products, but it cannot be directly transformed into a successful brand to enhance its economic benefits
Through the self-centered network of agricultural products and the overall network analysis, this paper proposes a brand association method of geographical indication agricultural products based on different interest starting points, and creates different aagricultural product regional brand building path
Starting from the network structure of geographical indication agricultural products, this paper explores the joint mechanism of geographical indication brands in the e-commerce field, and provides new ideas for regional brand building of agricultural products
Summary
As a special regional brand, geographical indication can bring economic protection to products, but it cannot be directly transformed into a successful brand to enhance its economic benefits. In the field of ecommerce, the development of geographical indication industry still faces many problems, including low brand, lack of brand connotation, limited space for brand value growth, low visibility of agricultural GI brand online, lack of online sales channels, and slow growth of agricultural brands. This paper builds its product network based on the online sales of geographical indication agricultural products. Through the self-centered network of agricultural products and the overall network analysis, this paper proposes a brand association method (resource dependent and regional dependent type) of geographical indication agricultural products based on different interest starting points, and creates different aagricultural product regional brand building path
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