A Study on Place Branding Strategy of Characteristic Agricultural Products in Xinjiang Based on Brand Ecosystem

In the “the rural vitalization” strategy and the “Internet+Agriculture” background, basing on the regional characteristics of Xinjiang, implementing the regional branding strategy for specialty agricultural products is an important way to promote the transformation of Xinjiang’s agricultural supply from “scale and quantity” to “quality and taste” and achieve “accurate poverty alleviation” and “rejuvenation of rural areas” in the population of ethnic minority areas. Based on the analysis of the status quo of place brand construction of characteristic agricultural products in Xinjiang, this paper uses the methods of data collection and field research to analyze the evolution of regional branding of specialty agricultural products in Xinjiang based on the perspective of the brand ecosystem. And then, from the two aspects of the micro-management of enterprises and government’s macro management, the paper puts forward the countermeasures and suggestions for strengthening place brand construction of characteristic agricultural products inXinjiang.