Brand Joint Research Based on Geographical Indication Agricultural Products Network

摘要

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.