Hu Xiaoyun, director of the CARD China Agricultural Brand Research Center of Zhejiang University: The ultimate goal of rural brand -oriented operation is "the development of the Six Communists"

China Well -off News reporter Su Feng in order to further implement the major decision -making and deployment of the Party Central Committee and the State Council on the implementation of the strategy of rural revitalization. On the morning of the 16th, it was held online. At the forum, Hu Xiaoyun, director of the CARD China Agricultural Brand Research Center of Zhejiang University and the president of Zhejiang Sustainable Agricultural Brand Research Institute, made the theme of "Rural Brandization: From the beginning to the goal".

Hu Xiaoyun believes that rural revitalization needs to explore effective methods. At present, China's countryside is undergoing the development process from the construction of rural villages (new rural construction, beautiful villages) to operating villages (consumer products as consumer products) to operating brands (building the countryside as a brand to obtain the brand economy).

The implementation of rural brand operations, from the beginning to the goal, need to clarify the issues of ten aspects:

First, rural brand operations must continue to increase the unique multi -dimensional significance of the countryside. Second, rural brand operations are focusing on the invisible value of rural public, rather than sticking to material construction. Rural brandization is not rural construction, but rural brand operation. Demolition and large -scale construction, hardware hardware, and hardware are not brand -oriented strategic attributes. Brand strategy relies on innovation and intangible value, and enhances the value of real economy, resources and economy. The village has inheritance, not creating a new brand, but on the basis of inheritance. Third, rural brand operations are based on the prosperity of rural industries. The prosperity of the industry is the foundation of the brand -scale global brand. Without a solid industrial foundation, there is no economic foundation. This economic foundation can be an industrial economy based on various values ​​such as products, veins, virtual, experience, and scenes, and then further forms a symbol economy, relationship economy, and brand economy. Fourth, rural brand operations, empowerment of the rural context, reconstruct the new significance of the countryside, and link the new generation of consumption. Fifth, rural brand operations are based on the trend of urban and rural integration and development as the direction to position urban and rural relations. Sixth, rural brand operations are characterized by the differentiated strategy of unique rural areas. Seventh, rural brand operations take the strategic architecture with the brand ecological field of coordinated urban and rural areas. Eighth, rural brand operations, with low cost investment and creating high benefits as the operating strategy. Ninth, rural brand operations are effective paths based on localized and co -created brand operation and maintenance. Rural brands have achieved the planning and operation of the localized co -creation brand. Tenth, rural brand operations, with the goal of meeting diversified needs and sustainable development.

Hu Xiaoyun finally summarized that the ultimate goal of rural brand operation was to achieve the "six Communist Development" of co -creation, integration, common integration, sharing, co -prosperity, and sustainable development.

Author: Su Feng

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