伊川小米区域品牌维护中企业和政府双元驱动机制——基于演化博弈论

Yichuan Xiaomi Regional Brand Maintenance Enterprise and Government Dual Drive Mechanism: Based on Evolutionary Game Theory

区域品牌建设是乡村振兴的重要举措之一,对地区发展具有带动作用,然而在品牌建设过程中,不乏存在一些“搭便车”的企业,这些企业的存在降低了该品牌整体的品牌认可度。文章从伊川小米区域品牌建设过程中的两个重要参与主体:地方政府和运营企业出发,构建双方演化博弈模型,求出演化稳定策略,并通过仿真分析得出双方博弈的具体演化过程,深入探究双方策略选择变化的影响因素,以期对调动参与者积极性提出可行性建议。

Regional brand building is one of the important measures of rural revitalization,which plays a leading role in regional development.However,in the process of brand building,there are some'free rider'enterprises,which reduce the overall brand recognition of the brand.This paper starts from the two important participants in the process of regional brand construction of Yichuan millet:local government and operating enterprises,constructs the evolutionary game model of the two parties,finds out the evolutionary stability strategy,and obtains the specific evolution process of the game between the two parties through simulation analysis,and deeply explores the influencing factors of the change of the strategy selection of the two parties,in order to put forward feasible suggestions for mobilizing the enthusiasm of the participants.