Author(s)

Xu Zu, Jiao Yi, Fuliang Dai, Zhengjie Zhang

Corresponding Author

Zhengjie Zhang

Abstract

E-commerce makes agricultural products have a considerable sales market, and the degree of market competition is intensifying. In order to strengthen the competitive position of agricultural products, more agricultural producers unite together to form regional brands and improve consumer recognition of agricultural products in the region. With the continuous development of agricultural product regional brands, quality and safety issues are also emerging, and the impact on agricultural product sales and brand are serious. This study explores the causes of 16 quality safety accidents such as Yantai "Pills Apple" by multiple case research methods. And put forward the corresponding solution to the incentives, in order to seek the benign development of the regional brand of agricultural products.

Keywords

Agricultural Product Regional Brand, Quality and Safety Crisis, Incentives, Coping Strategies