International Journal of Frontiers in Sociology, 2023, 5(15); doi: 10.25236/IJFS.2023.051514.
Chen Yingting1, Zhong Ermei2, Zhang Yani3, Chen Xiaojun4, Li Jiaying5, Gong Xiongyan6, Zhong Zetong7
1School of Economic, Guangzhou City University of Technology, Guangzhou, China
2School of Economic, Guangzhou City University of Technology, Guangzhou, China
3School of Management, Guangzhou City University of Technology, Guangzhou, China
4School of Computing, Guangzhou City University of Technology, Guangzhou, China
5School of Management, Guangzhou City University of Technology, Guangzhou, China
6School of Foreign Languages, Guangzhou City University of Technology, Guangzhou, China
7School of Economic, Guangzhou City University of Technology, Guangzhou, China
The Wuchang rice industry has taken the lead in domestic development due to the superior natural environment, mature technology and policy-driven reasons, and is the most important economic artery in the northeast region. Firstly, this paper deeply analyzes the market prospect and existing problems of Wuchang rice industry development by means of literature review and field investigation. Based on grounded theory, 316 reference sentences are obtained as labels, 23 concepts and 9 initial categories by using qualitative research methods. Through the analogy, analysis and induction of the nine initial categories, the five main categories of product research and development, sales channels, promotion activities, brand building and brand price are finally extracted. This study takes the competitive advantage of Wuchang rice as the main core, and analyzes the mechanism of the research content. The study found that the research on the competitive advantage of Wuchang rice is mainly based on the four mechanisms of product differentiation marketing mechanism, market segmentation mechanism, channel management mechanism and brand image construction mechanism, and thus summarizes the relevant measures for Wuchang rice to develop its own competitive advantage.
Grounded theory, Wuchang Rice, competitive advantage, mechanism analysis
Chen Yingting, Zhong Ermei, Zhang Yani, Chen Xiaojun, Li Jiaying, Gong Xiongyan, Zhong Zetong. Research on the competitive advantage of Wuchang rice-based on grounded theory. International Journal of Frontiers in Sociology (2023), Vol. 5, Issue 15: 74-83. https://doi.org/10.25236/IJFS.2023.051514.
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