Research on the brand development path of "Ningbo Hundred Bowls of Dishes" in the context of rural revitalization

HE Yong

Abstract:Under the guidance of the rural revitalization strategy,the integrated development of agriculture,culture,and tourism has emerged,with local cuisine serving as a cultural carrier for spreading nostalgic memories and an important force driving consumption growth.Ningbo's "Hundred Bowls of Ningbo Cuisine" leverages its local cultural resource advantages to carry out brand building.Through several years of practice,it has achieved remarkable results in aspects such as dish system and brand building,digital marketing and cultural IP,as well as industrial integration and regional collaboration.However,its development also faces issues such as low brand recognition,insufficient innovation motivation,inadequate industrial collaboration,and shortcomings in digital application.Based on this,suggestions are made to strengthen aspects such as dish innovation,brand communication,industry extension,technology empowerment,policy support,and talent cultivation,in order to promote Ningbo cuisine to evolve from local flavor to cultural tourism IP,providing new momentum for brand development.

Key words:Yongcai Hundred Bowls;technology empowerment;agricultural tourism IP;brand development

New quality productivity empowers rural revitalization:theoretical foundation,system mechanism and practical innovation

ZHANG Wenjing

Abstract:ased on the contemporary development perspective of Marxist productivity theory, his paper constructs a three-dimensional analysis framework of "theory-system-practice",and comprehensively discusses the theoretical source,system mechanism,practical dilemma and practical innovation of new quality productive forces empowering rural revitalization.The results show that the deep integration of digital intelligent technology and rural fields reconstructs agricultural production functions,optimizes resource allocation efficiency through technological innovation,optimizes resource allocation efficiency,and ensures fair benefit distribution through institutional reform,forming an enabling mechanism of four-dimensional collaboration of "technology-industry-system-subject".In view of practical challenges such as the digital divide between urban and rural areas and the obstruction of factor marketization,differentiated paths such as infrastructure gradient construction and digital transformation of the whole industry chain are proposed.

Key words:new quality productivity;rural revitalization;logic;innovation