Volume 8,Issue 9
Research on the Value Co-Creation Mechanism of Regional Brand of Agricultural Products under the Rural E-Commerce Ecosystem: A Case Study of Dalian City
Regional public brands of agricultural products are marked by pronounced public-good attributes, and their value creation is embedded within a rural e-commerce ecosystem involving multiple actors. Drawing on value co-creation theory and the theory of rural e-commerce ecosystems, this paper constructs a three-dimensional analytical framework of “actors–resources–environment.” Taking the regional brand of agricultural products in Dalian City as its research object, the study examines the problems encountered in the value co-creation process and, drawing on the experience of the Yanyuan apple regional public brand, proposes optimization pathways for a three-dimensional mechanism encompassing actor synergy, resource integration, and environmental safeguards. The findings reveal that the coupling and interaction of these three dimensions generate a positive cycle of “input–value addition–reinvestment,” offering theoretical grounding and practical reference for enhancing the value of regional brands of agricultural products in Dalian and the broader Northeast China region.
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