International Journal of Frontiers in Sociology, 2026, 8(1); doi: 10.25236/IJFS.2026.080101.
Ting Zhao
School of Design and Arts, Sichuan Film and Television University, Chengdu, 610000, Sichuan, China
This paper, which takes the genuine Chinese medicinal materials industry in the Sichuan-Chongqing-Wanda-Kai Region as the research object, explores the core issues in the construction of regional public brands. By drawing on the experience of local cases such as "Three Gorges Citrus" and integrating the theories of brand value co-creation and narrative communication in the digital age, the paper attempts to construct an integrated analytical perspective. On this basis, it initially proposes a brand construction plan titled "Qinba Medicinal Valley · Three Gorges Medicinal Capital", covering core positioning, the design of a symbol system integrating regional and industrial characteristics, the establishment of a trust system based on digital technology, and the planning of online-offline integrated experiences. The research aims to provide a potential path reference for the branding and digital development of the genuine Chinese medicinal materials industry in this region.
local characteristic agricultural products; rural revitalization; genuine Chinese medicinal materials; regional public brand; digital construction
Ting Zhao. Digital Construction of Regional Public Brands for Characteristic Agricultural Products in the Sichuan-Chongqing-Wanda-Kai Region. International Journal of Frontiers in Sociology (2026), Vol. 8, Issue 1: 1-6. https://doi.org/10.25236/IJFS.2026.080101.
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