The development of economic forestry industry is an important support in the process of rural revitalization strategy and precise poverty alleviation, as well as enrichment of the people. As the market of economic forestry products is close to a perfectly competitive market, brand effect is crucial under homogeneous competition, and economic forestry product enterprises and other business entities need to win and maintain sustainable competitive advantages through brand management. Currently, in the field of economic forest, products such as Chinese wolfberry, jujube, blueberry, fungus, walnut, tephrosia, hazelnut, and chestnut and forest foods and product brands with certain market recognition have emerged, but for most small- and medium-sized economic forest product enterprises, forest product brand cultivation and construction are still in the initial stage. Under the rapid development of the Internet, different types of Internet platforms, which provide new tools and possibilities for branding, the way of corporate brand marketing, and customer management services, have also undergone significant changes. In the market with serious homogenization and increasingly fierce competition, how to establish brand-consumer connection through the Internet platform, strengthen the intensity of consumer participation and connection to the brand, give play to the brand effect, and enhance the brand value in the long term, so as to obtain a new way to win a sustainable competitive advantage, has become an important proposition for all kinds of enterprises, including economic forest product enterprises. Combining the competitive characteristics of economic forestry products and the development of the Internet, the model of brand value enhancement of economic forestry products based on virtual brand communities is constructed. The model takes the experience value obtained by consumers in the virtual brand community as the antecedent and studies the path relationship from experience value, community identity, brand fit, and consumer brand value creation to brand value in four dimensions, utilitarian experience value, emotional experience value, social experience value, and learning experience value, and takes community integration and community support feeling as the moderating variables.
Development Strategy of E-commerce of China's Rural Forestry Products Under the Strategy of Rural Revitalization
