Research On The Behavior And Cooperation Mechanism Of Participating In The Protection And Application Of The Geographical Indication Of "Jinghe Goji Berry"

As a commercial mark to distinguish the origin of commodities,Li Logo has been effective in enhancing the brand of agricultural products,increasing the income of farmers,promoting regional agricultural development,etc.,and injecting new impetus into rural revitalization.In the process of the application and protection of geographical indications,multiple participants such as farmers,companies and local governments are involved,and whether the cooperative behavior and cooperation mechanism of each subject are harmonious and smooth is the key to the social and economic benefits of geographical indications.Based on this,this thesis studies the cooperation mechanism of participating subjects and the influence on the behavior of participating subjects in the process of protection and application of "Jinghe Goji Berries",which provides a certain theoretical reference for solving the obstacles to cooperation between participating subjects and promoting the healthy development of the geographical indication industry.This thesis first describes the industrialization and development of goji berries,the protection and application of geographical indications,and the economic benefits of geographical indications in Jinghe County,Xinjiang,and analyzes the existing problems of "Jinghe goji berries".Secondly,through on-site interviews with the Jinghe County government and goji berry processing enterprises and a survey of 321 goji berry growers in Jinghe County,the behavioral performance and influencing factors of each participant in the practice of the use of the geographical indication of "Jinghe Goji Berries" were empirically analyzed.Finally,under the scope of game theory,the cooperation mechanism of the participants of the geographical indication of "Jinghe Goji Berries" after all employees join the company is analyzed,and the conditions for harmonious and stable cooperation between the participants are optimized.The results of the study lead to the following conclusions:(1)Xinjiang Jinghe County is Xinjiang and even the whole country high-quality goji berry traditional advantage production area,with the in-depth advancement of the application,protection,application and management of the "Jinghe Goji Berries" geographical indication,the brand value-added of Jinghe Goji berries and the effect of increasing farmers’ income have been brought into play,the number of farmers and processing enterprises using the geographical indication of "Jinghe Goji Berries" has increased year by year,and the geographical indication of "Jinghe Goji Berries" has played an active role in promoting the development of the goji industry in Xinjiang Jinghe County.(2)The survey found that the existing problems in the protection and application of the geographical indication of "Jinghe Goji Berry" are manifested in: first,the increase in planting costs hinders the effective application of geographical indications,second,the large number of trademark brands affects the overall improvement of the goodwill of geographical indications,third,the unreasonable development planning affects the continuous promotion of the protection and application of geographical indications,and fourth,the awareness of subject participation does not force the brand income increase effect of geographical indications.(3)The analysis of the behavior of the main participants of geographical indications such as farmers,leading enterprises and local government departments shows that farmers face two choices in the process of production practice: independent operation and participation in the cooperative operation of the geographical indication of "Jinghe Goji Berries",and the farmers’ age,education level,expected benefits,production records,understanding of geographical indications,signing contracts with enterprises,enterprise technical service training,government publicity efforts,supervision and financial support and other factors significantly affect farmers’ participation in the cooperative operation of geographical indications;Through the case analysis of enterprises’ participation in GIs,it is found that enterprises still need multi-party cooperation to participate in the protection and application of GIs,have high awareness of GIs but the value of related products is not widely recognized,and actively try to innovate but the problem of free rider is difficult to solve.Through interviews with government functional departments,it is found that policy support methods are relatively rich,but the coverage of support still needs to be increased,the supervision system is relatively perfect,but real-time follow-up is still needed,and relevant publicity and promotion work has been carried out,but the intensity and form need to be improved.(4)Applying game theory,the cooperation mechanism and equilibrium conditions of the participants of the geographical indication "Jinghe Goji Berries" are analyzed,according to the different costs and benefits,there will be "prisoner’s dilemma" and "cowardly game" in the game between farmers,and it is difficult to achieve the optimal solution when achieving game equilibrium,indicating that non-cooperative behaviors such as "unethical behavior" are prone to occur in the process of farmers’ cooperation,which is not conducive to jointly safeguarding the brand value of geographical indications;The game between farmers and enterprises will appear "smart pig game",indicating that in the process of protection and application of GIs,compared with processing enterprises,individual small-scale farmers have a tendency to "free ride" non-cooperative behavior,which is not conducive to jointly safeguarding the brand value of GIs;In the process of cooperation between the government,enterprises and farmers,in the process of supporting,supervising and protecting enterprises and farmers,the problem of misalignment of "service" and "management" functions is prone to occur,which is not conducive to jointly maintaining and enhancing the brand value of the geographical indication "Jinghe Goji Berry".Based on this,by establishing and improving the benefit distribution mechanism,default punishment mechanism,external incentive mechanism and other measures among the participants of "Jinghe Goji Berry",it will help to strengthen the cooperation between the participants.Based on the above conclusions,policy suggestions are put forward: strengthening the support and publicity of geographical indications,strengthening the leading role of leading enterprises,establishing and improving the cooperation mechanism between various participants,and improving the service capacity of government departments,etc.,will help strengthen the use and protection of the geographical indication of "Jinghe Goji Berry" and help the high-quality development of the goji berry industry in Jinghe County.