Collaborative Management Relationship of Regional Public Brand of Agricultural Products under the Threshold of Social Capital

The collaborative management of regional public brands of agricultural products is of great significance to exploring the long-term mechanism of high-quality agricultural development and the implementation of the rural revitalization strategy. Based on the theory of social capital, the combination of Mitchell’s three-classification scoring method and social network analysis method are adopted to conduct the empirical analysis of the role of agricultural products regional public brand stakeholders and their composition of the collaborative management relationship from the time dimension. The study shows that in the different stages of public brand collaborative governance in agricultural areas, the role of stakeholders is diversified and dynamic; the collaborative management relationship composed of stakeholders shows complexity and self-organization, showing obvious heterogeneity in the closeness, persistence and quality of public brand collaborative management in agricultural areas. Accordingly, this paper puts forward to attach importance to the network management of regional public brand stakeholders of agricultural products, clarify the rights and obligations of participants, build the guarantee mechanism of regional public brand coordination of agricultural products, and promote the normalization of collaborative management.