Crisis Prevention and Countermeasure Analysis of Hunan Agricultural Products Regional Public Brand Based on Rooted Theory

ZHU Biyu; WANG Peizhi; ZHAO Yang

doi:10.19554/j.cnki.1001-3563.2025.20.026

PDF(665 KB)

Packaging Engineering ›› 2025, Vol. 46 ›› Issue (20) : 296-305. DOI: 10.19554/j.cnki.1001-3563.2025.20.026

Crisis Prevention and Countermeasure Analysis of Hunan Agricultural Products Regional Public Brand Based on Rooted Theory

ZHU Biyu, WANG Peizhi^*, ZHAO Yang

Author information +

History +

Abstract

The work aims to study the prevention and countermeasure mechanism of regional public brand crisis of agricultural products to promote the high quality development of regional public brand of agricultural products in Hunan Province. The three-level coding method of the rooted theory was selected to analyze the questionnaire and interview in depth, and the data were continuously compared, matched and tested to excavate the deep-seated problems existing in Hunan agricultural products from the perspective of multiple subjects, and build a model of "regional public brand crisis prevention and countermeasure analysis of Hunan agricultural products". With "re-promotion of brand image" as the core category of crisis prevention, from the aspects of consumption experience, product attraction, quality assurance and other commercial requirements of agricultural products, the four-dimensional construction content of government, enterprises, products and publicity was studied, and the stability and sustainability of the development of agricultural products branding was actively explored. In conclusion, a crisis prevention and countermeasure mechanism model of "re-upgrading of government role, re-optimization of enterprise cultivation, re-strengthening of product competitiveness and re-innovation of publicity method" is proposed, which provides theoretical research and reference for the construction of regional public brands of agricultural products.

Key words

rooted theory / crisis prevention / agricultural products / regional public brands

Cite this article

EndNote

Ris (Procite)

Bibtex

Download Citations

ZHU Biyu, WANG Peizhi, ZHAO Yang. Crisis Prevention and Countermeasure Analysis of Hunan Agricultural Products Regional Public Brand Based on Rooted Theory[J]. Packaging Engineering. 2025, 46(20): 296-305 https://doi.org/10.19554/j.cnki.1001-3563.2025.20.026

References

[1] 胡晓云, 陆琪男. 农产品区域公用品牌打造的中国方法——首届中国农产品区域公用品牌建设对话录[J]. 中国广告, 2010(3): 133-136.
HU X Y, LU Q N.Chinese Method of Building Regional Public Brand of Agricultural Products -- The First Dialogue on Building Regional Public Brand of Agricultural Products in China[J]. China Advertising, 2010(03): 133-136.
[2] ZYGLIDOPOULOS S C, DEMARTINO R, MCHARDY R D.Cluster Reputation as a Facilitator in the Internationalization of Small and Medium-sized Enterprises[J]. Corporate Reputation Review, 2006, 9(1): 79-87.
[3] 兰勇, 张婕妤. 农产品区域公用品牌研究回顾与展望[J]. 农业经济, 2019(9): 126-128.
LAN Y, ZHANG J Y.A Review and Prospect of Regional Public Brand of Agricultural Products[J]. Agricultural Economy, 2019(9): 126-128.
[4] 黄怡丹, 杨术. 农产品区域品牌危机与替罪羊交互效应对消费者宽恕的影响分析研究——基于危机沟通视角的实证和分析[J]. 数理统计与管理, 2022, 41(6): 1085-1104.
HUANG Y D, YANG S.An Analysis of the Impact of the Interaction Effect of Regional Brand Crisis and Scapegoat on Consumer Forgiveness: An Empirical Study from the Perspective of Crisis Communication[J]. Mathematical Statistics and Management, 2022, 41(6): 1085-1104.
[5] 崔冠云, 李玫瑰, 张玉玲, 等. 农产品区域公用品牌之母子品牌模式运作误区及构建策略[J]. 山东农业科学, 2020, 52(7): 161-165.
CUI G Y, LI M G, ZHANG Y L, et al.Operation Errors and Construction Strategies of Parent-child Brand Model for Regional Public Brand of Agricultural Products[J]. Shandong Agricultural Sciences, 2020, 52(7): 161-165.
[6] 张喜才, 孔祥智. 中国农产品价值链变化、问题及对策研究[J]. 农村经济, 2020(1): 8-15.
ZHANG X C, KONG X Z.Research on Changes, Problems and Countermeasures of China's Agricultural Products Value Chain[J]. Rural Economy, 2020(1): 8-15.
[7] 李周, 温铁军, 魏后凯, 等. 加快推进农业农村现代化:“三农”专家深度解读中共中央一号文件精神[J]. 中国农村经济, 2021(4): 2-20.
LI Z, WEN T J, WEI H K, et al.Accelerating the Modernization of Agriculture and Rural Areas: "Three Rural" Experts In-depth Interpretation of the Spirit of the No. 1 Document of the CPC Central Committee[J]. China Rural Economy, 2021(4): 2-20.
[8] 周光, 余明阳, 薛可, 等. 品牌危机与消费者购买:消费者原谅的中介效应与消费者—品牌关系的调节效应[J]. 暨南学报(哲学社会科学版), 2021, 43(3): 87-101.
ZHOU G, YU M Y, XUE K, et al.Brand Crisis and Consumer Purchase: The Mediating Effect of Consumer Forgiveness and the Moderating Effect of Consumer-Brand Relationship[J]. Journal of Jinan (Philosophical and Social Sciences Edition), 2021, 43(3): 87-101.
[9] 廖俊峰, 杨郑妍, 杨家琦. 归因视角下的品牌危机言行应对策略效果研究[J]. 管理现代化, 2022, 42(6): 49-58.
LIAO J F, YANG Z Y, YANG J Q.Research on the Effect of Coping Strategies for Brand Crisis from the Perspective of Attribution[J]. Management Modernization,2022, 42(6): 49-58.
[10] 魏后凯, 崔凯. 建设农业强国的中国道路: 基本逻辑、进程研判与战略支撑[J].中国农村经济, 2022(1): 2-23.
WEI H K, CUI K.China's Road to Building an Agricultural Power: Basic Logic, Process Research and Strategic Support[J]. China Rural Economy, 2022(1): 2-23.
[11] 姜长云. 农业强国建设的切入点: 加强农业品牌建设和社会化服务[J]. 改革, 2023(11): 107-116.
JIANG C Y.The Entry Point of Building an Agricultural Power: Strengthening Agricultural Brand Building and Social Services[J]. Reform, 2023(11): 107-116.
[12] CHUAN Z K, SHENG W, LU Q H, et al.Cultivation Strategy on Cluster Brand of Ecological Agriculture of Dao-di Herbs[J]. Journal of Chinese Materia Medica, 2020, 45(9): 1996-2001.
[13] EICHINGER L S M, VAN OSSELAER S M. Connecting to Place, People, and Past; How Products Make Us Feel Grounded[J]. Journal of Marketing, 2022, 86(4): 1-16.
[14] ZHENG X, HUANG Q, ZHENG S.The Identification and Applicability of Regional Brand-driving Modes for Agricultural Products[J]. Agriculture, 2022, 12(8): 1127.
[15] LI P, DU J, SHAHZAD F.Leader's Strategies for Designing the Promotional Path of Regional Brand Competitiveness in the Context of Economic Globalization[J]. Frontiers in Psychology, 2022(13):972371.
[16] WANG L.Research on the Mechanism of Brand Equity in Catering Enterprises and Its Brand Crisis Management[J]. Academic Journal of Business Management, 2023, 5(14):15-19.
[17] 朱跃. 乡村振兴背景下特色农产品品牌建设——以湖湘区域为例[J]. 时代经贸, 2022, 19(9): 109-111.
ZHU Y.Brand Building of Characteristic Agricultural Products under the Background of Rural Revitalization: A Case Study of Hunan Province[J]. Times Economy and Trade, 2022, 19(9): 109-111.
[18] 周胜蓝. 乡村振兴视域下湖南省农产品区域公用品牌建设研究[D].长沙: 湖南农业大学, 2023.
ZHOU S L.Research on Regional public brand Construction of Agricultural Products in Hunan Province from the perspective of Rural revitalization[D]. Changsha: Hunan Agricultural University, 2023.
[19] 宋娜, 毛娅琪, 肖智, 等. 基于扎根理论的蒙古族文创产品设计研究[J]. 包装工程, 2023, 44(8): 343-351.
SONG N, MAO Y Q, XIAO Z, et al.Research on the Design of Mongolian Cultural and Creative Products Based on Grounded Theory[J]. Packaging Engineering, 2023, 44(8): 343-351.
[20] 李佛关, 叶琴, 张燚. 农产品区域公用品牌建设的政府与市场双驱动机制及效应——基于扎根理论的探索性研究[J]. 西南大学学报(社会科学版), 2022, 48(2): 82-94.
LI F G, YE Q, ZHANG Y.The Dual Driving Mechanism and Effect of Government and Market on Regional Public Brand Construction of Agricultural Products: An Exploratory Study Based on Grounded Theory[J]. Journal of Southwest University (Social Science Edition), 2022, 48(2): 82-94.
[21] 张嘉欣, 梅芷悦. 基于扎根理论的博物馆盲盒消费需求分析及其设计策略研究[J]. 包装工程, 2024, 45(2): 339-347.
ZHANG J X, MEI Z Y.Research on Consumption Demand Analysis and Design Strategy of Museum Blind Box based on Grounded Theory[J]. Packaging Engineering, 2024, 45(2): 339-347.
[22] 王亚丽, 甘艳, 刘心雄. 基于扎根理论的明式家具造型组合规律提取[J]. 包装工程, 2023, 44(24): 268-279.
WANG Y L, GAN Y, LIU X X.Extraction of Ming Style Furniture Modeling Combination Law Based on Grounded Theory[J]. Packaging Engineering, 2023, 44(24): 268-279.