Development paths of holistic regional public brand for agricultural products based on four-tier collaborative mechanism

Authors

• HE Jie, Zhejiang Institute of Economics and Trade, Hangzhou, Zhejiang 310000, China
• HUANG Weisu, Zhejiang Institute of Economics and Trade, Hangzhou, Zhejiang 310000, China
• TANG Guizhen, Zhejiang Institute of Economics and Trade, Hangzhou, Zhejiang 310000, China
• WAN Jin, Zhejiang Institute of Economics and Trade, Hangzhou, Zhejiang 310000, China
• PENG Jinyan, Zhejiang Institute of Economics and Trade, Hangzhou, Zhejiang 310000, China
• HE Guoqing, Zhejiang University, Hangzhou, Zhejiang 310058, China
• LU Baiyi, Zhejiang University, Hangzhou, Zhejiang 310058, ChinaFollow

Corresponding Author(s)

陆柏益(1980—), 男, 浙江大学教授, 博士。E-mail: bylu@zju.edu.cn

Abstract

Considerable progress has been made in the research and construction of regional public brands for agricultural products. After experiencing several models such as the three-tier structure of "city, county, and enterprise", a brand structure based on the four tiers of "city, county, town, and enterprise" has emerged, and it has further evolved into a holistic regional public brand model that encompasses multiple industrial elements such as agriculture, light industry, cultural tourism, health care, and cultural creativity. However, during the development process, there are still problems such as inter-level and intra-level resource incoordination among brands at all levels, as well as the absence of digital links for brand communication. Through the review of models, this paper explored how to deepen the collaboration among various subject levels of holistic regional public brands for agricultural products under the background of common prosperity, create new-quality productive forces, drive common prosperity in the regions, and achieve high-quality development.

Publication Date

5-13-2026

First Page

243

Last Page

248

DOI

10.13652/j.spjx.1003.5788.2026.60070

Recommended Citation

Jie, HE; Weisu, HUANG; Guizhen, TANG; Jin, WAN; Jinyan, PENG; Guoqing, HE; and Baiyi, LU (2026) "Development paths of holistic regional public brand for agricultural products based on four-tier collaborative mechanism," Food and Machinery: Vol. 42: Iss. 3, Article 31.
DOI: 10.13652/j.spjx.1003.5788.2026.60070
Available at: https://www.ifoodmm.cn/journal/vol42/iss3/31

References

[1] 何捷,张西华,万瑾,等.农产品区域公用品牌 “市—县—企 ”三级协同机制研究 [J].食品与机械,2022,38(6):219-222.HE J,ZHANG X H,WAN J,et al.Study on the three-level synergy mechanism of regional public brand of agricultural products [J].Food & Machinery,2022,38(6):219-222.
[2] 陆娟,孙瑾.乡村振兴战略下农产品区域品牌协同共建研究：基 于 价 值 共 创 的 视 角 [J].经 济 与 管 理 研 究,2022,43(4):96-110.LU J,SUN J.Research on collaborative co-construction of regional brand of agricultural products under rural revitalization strategy:from the perspective of value co-creation [J].Research on Economics and Management,2022,43(4):96-110.
[3] 肖志刚.打造全市统一的农产品区域公用品牌 [N].湖州日报,2024 -01-08(8).XIAO Z G.To build a unified regional public brand of agricultural products in the city [N].Huzhou Daily,2024 -01-08(8).
[4] 程虹,乔怡迪,覃美华.区域公用品牌：对基本概念的理论研究[J].宏观质量研究,2023,11(2):1-11.CHENG H,QIAO Y D,QIN M H.Regional public branding:a theoretical study of the basic concept [J].Journal of Macro-Quality Research,2023,11(2):1-11.
[5] 王猛,戴佳彤,葛继红.农产品区域公用品牌适合产品多样化吗?[J].华中农业大学学报 (社会科学版),2025 (5):102-113.WANG M,DAI J T,GE J H.Is product diversification suitable for regional public brands of agricultural products ? [J].Journal of Huazhong Agricultural University (Social Sciences Edition),2025 (5):102-113.
[6] 王波揽.新昌县茶农电商销售行为及其影响因素研究 [D].长春:吉林农业大学,2023:17.WANG B L.Study on E-commerce sales behaviour and its influencing factors of tea farmers in Xinchang county [D].Changchun:Jilin Agricultural University,2023:17.
[7] 陆 颖.“金 平 湖 ”农 产 品 区 域 公 用 品 牌 建 设 的 思 考 [J].现 代 农机,2024 (2):25-28.LU Y.Thoughts on the construction of regional public brands for agricultural products in "Jinpinghu" [J].Xiandai Nongji,2024(2):25-28.
[8] 关鸿雁.G公司农副产品电商平台营销策略优化研究 [D].昆明:云南师范大学,2023:55.GUAN H Y.Research on the optimization of marketing strategy of the E-commerce platform of agricultural and sideline products of company G [D].Kunming:Yunnan Normal University,2023:55.
[9] 董银果,钱薇雯.新发展格局下农产品品牌发展路径研究：基于农产品质量投入的视角 [J].中国软科学,2022 (8):31-44.DONG Y G,QIAN W W.Study on the development path of agricultural product brand under the new development pattern:from the perspective of agricultural product quality investment[J].China Soft Science,2022 (8):31-44.
[10] 廖翼,唐文源,张松林.农产品区域公用品牌、产业协同集聚与乡村产业振兴：来自中国省级面板的证据 [J].宏观质量研究,2026,14(1):140-152.LIAO Y,TANG W Y,ZHANG S L.Regional public brands of agricultural products,industrial collaborative agglomeration and rural industry revitalization:evidence from China's provincial panel [J].Journal of Macro-Quality Research,2026,14(1):140-152.
[11] 杨代明,王建辉,曾贤明,等.从共享湘菜理论出发探讨预制菜产业健康发展的问题与对策 [J].食品与机械,2023,39(4):1-8.YANG D M,WANG J H,ZENG X M,et al.Analysis of problems and countermeasures on the high quality development of the prepared dishes industry based on the share theory of Hunan cuisine [J].Food & Machinery,2023,39(4):1-8.
[12] 宋书超.乡村振兴视角下的食品安全治理路径分析 [J].食品与机械,2024,40(5):251-252.SONG S C.Analysis of food safety governance path from the perspective of rural revitalization [J].Food & Machinery,2024,40(5):251-252.
[13] 刘锐,黄家章,苗艺源,等.中国居民隐性饥饿问题现状、挑战与应对 [J].食品与机械,2024,40(9):1-14.LIU R,HUANG J Z,MIAO Y Y,et al.The current situation,challenges and responses to hidden hunger among Chinese residents [J].Food & Machinery,2024,40(9):1-14.