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Famous Regional Public Brands Could Enrich the Value of Ecological Products -- Experience and Enlightenments
-- A Case Study on Brand Marketing in Lishui City of Zhejiang Province (No.174, 2019)

( drc ) 2019-11-13

By Wang Yufei, Management World Magazine & Wu Hong, Information Center, DRC

Research Report, No.174, 2019 (Total 5674) 2019-9-30

Abstract: As a pioneering pilot zone based on the mechanism for realizing the value of ecological products, Lishui city in east China’s Zhejiang province has, through the building of regional public brands represented by the agricultural product named Lishui Shangeng, integrated eco-agriculture and eco-tourism and developed an eco-economic system. With the backup of famous local brands, Lishui city has developed a standardized, platform-based and financial system for public basic services. By enhancing the awareness of local brands, Lishui city has achieved a scientific and green leapfrogging development. Institutional innovation has promoted ecological progress of Lishui city, providing references to other regions on accelerating local development while protecting the ecological environment. Its main experience includes the following points. Lishui city has brought into full play the advantages of local ecological environment while addressing prominent problems checking its development. By designing the eco-economic system, it has developed ecological industries focusing on new business forms embracing agriculture, forestry, fishery and animal husbandry. It has integrated agriculture with tourism, built regional public brands and extended and enriched the industrial chain. In addition, it has given full play to the leading role of the government, encouraged all stakeholders to build a brand ecosystem and explored innovation-oriented financing models bolstered by an extensive institutional supply.

Key words: regional public brands, value of ecological products, the product named Lishui Shangeng