| In this paper, it firstly introduces the definition, characteristic and forms of agricultural regional brand, and expounds the relation among agricultural regional brand and modern agricultural development. Then it defines the stakeholders of agricultural regional brand on stakeholder theory, and illustrates the functions stakeholders of agricultural regional brand should fulfill in the construction of agricultural regional brand, then it use the Nash equilibrium theory to analyze the game relation among stakeholders of agricultural regional brand. The game relations include Cooperative competition game model among Homogeneous enterprises, the game model between the government and enterprises, the analysis of no cooperative game between leading enterprises and individual farmers, game relationship among industry association ,leading enterprises, farmers, and government. Then, it takes Fujian province as an example for empirical analysis. After expounding the development situation of agricultural regional brand in Fujian and existing problems in Regional brand stakeholders, it proposes some policy suggestions to promote agricultural regional brand development on the basis of above theoretical analysis conclusion. The paper conclusion is:If agriculture regional brand stakeholders realize the importance of construction and maintenance of regional brand from long-term development of brand, all stakeholders will form a construction and maintenance of brand-strategic alliance. |
