Welcome to Francis Academic Press

Academic Journal of Business & Management, 2024, 6(4); doi: 10.25236/AJBM.2024.060415.

Innovation and Tradition: Exploring the IPization Pathway of "Fresh Corn" Agricultural Products


Qu Yaqi, Wang Chunying

Corresponding Author:
Wang Chunying

Department of Economic Management, Jilin Agricultural Science and Technology University, Jilin, China


Amidst the rapid advancement of globalization and market economy, the agricultural industry is facing an urgent need for transformation and upgrading. The IPization of agricultural products, as a novel marketing strategy, not only enhances the market visibility of these products but also bolsters their competitive position, thereby contributing to the overall development of the agricultural sector. This paper provides an in-depth examination of the contemporary context of agricultural product IPization and its critical importance in the industry's upgrading process. Through a detailed analysis of the "Yield Fresh Corn" case study, the paper further clarifies the specific implementation pathways and strategies of IPization in agriculture, as well as the economic and social benefits it generates. Additionally, the paper discusses the potential value and future trends of agricultural product IPization, offering valuable references and insights for agricultural businesses and policymakers. The goal is to stimulate continuous innovation and growth in the agricultural industry within the framework of the new era.


agricultural products; Brand IP; Innovate; Inheritance; Fresh corn

Cite This Paper

Qu Yaqi, Wang Chunying. Innovation and Tradition: Exploring the IPization Pathway of "Fresh Corn" Agricultural Products. Academic Journal of Business & Management (2024) Vol. 6, Issue 4: 90-94. https://doi.org/10.25236/AJBM.2024.060415.


[1] Aaker, D. A. (1996). Building Strong Brands. New York: Free Press.

[2] Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1-22.

[3] Kapferer, J. N. (2012). The New Strategic Brand Management: Advanced Insights and Strategic Thinking. Kogan Page Publishers.

[4] Chaudhary, H. (2013). The Evolution of Branding: From Physical to Digital and Social. International Journal of Business and Social Science, 4(1), 1-8.

[5] Yan Xuefeng. (2023). Development Strategies for the IPization of Yungang Cultural Brand in the Reshaping of Regional Culture. Journal of Shanxi Datong University (Social Sciences Edition), (06), 105-112.

[6] Pang Ran. (2022). IP Vitalizes Pharmacies: A Review of "Breaking the Circle: Exploring Brand IPization". China Pharmacy, (12), 11.

[7] Yao Yuxuan. (2022). Analysis of Marketing and Communication Strategies in the New Consumption Era Based on Brand IP: A Case Study of Mixue Bingcheng. Time-Honored Brands Marketing, (21), 21-23.

[8] Chen Xiaohuan & Wang Qi. (2022). Research on IP Design Strategies of Chinese Time-Honored Brands. International Brand Observation, (21), 23-26.

[9] Yang Jie & Su Changzhi. (2020). Research on Upgrade Design Methods for Jiangsu Time-Honored Brands. Design, (19), 34-36.