The Multi-agent Collaborative Model of Regional Brand of Forest Food Under the Background of Rural Revitalization

GAO Lei; REN Yuan-biao; WANG Tie-long; SONG Wei-ming

doi:10.13931/j.cnki.bjfuss.2020188

Journal of Beijing Forestry University (Social Science) > 2021 > 20(3): 65-72. > DOI: 10.13931/j.cnki.bjfuss.2020188

GAO Lei, REN Yuan-biao, WANG Tie-long, SONG Wei-ming. The Multi-agent Collaborative Model of Regional Brand of Forest Food Under the Background of Rural Revitalization[J]. Journal of Beijing Forestry University (Social Science), 2021, 20(3): 65-72. DOI: 10.13931/j.cnki.bjfuss.2020188

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The Multi-agent Collaborative Model of Regional Brand of Forest Food Under the Background of Rural Revitalization

1.
School of Economics and Management, Yanshan University, Qinhuangdao, 066004, P. R. China
2.
School of Economics and Management, Beijing Forestry University, 100083, P. R. China
3.
Chinese Academy of Inspection and Quarantine, Beijing, 100176, P. R. China

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Received Date: December 01, 2020
Available Online: May 21, 2021
Published Date: September 29, 2021

Graphical Abstract

Abstract

Abstract

We selected ten sample subjects as the research object, and adopted the three-stage coding procedure based on the theoretical research method to analyze the factors influencing multi-agent collaboration of regional branding of forest food, and explore the model of multi-agent collaborative participation in regional branding of forest food.Our research shows that the regional brand of forest food comprises 9 main categories. The process of regional branding of forest food is the process of brand elements convergence and transmission, and the potential difference of brand elements resources among the subjects and the process of brand elements between the subjects provide possibility and impetus for the convergence of factors.There are two main forms of multi-agent collaborative model of regional branding of forest food, namely, the top-down principal-agent collaborative model led by the government and the bottom-up principal-agent collaborative model led by the market principal-agents represented by processing enterprises.
- forest food,
- regional branding,
- multi-agent,
- collaborative model,
- grounded theory

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The Multi-agent Collaborative Model of Regional Brand of Forest Food Under the Background of Rural Revitalization