情结西夏成山海，杞源深处万万家——百瑞源枸杞品牌生态建构之路
案例编号：
CN_2026_9653
被浏览次数：
0
案例名称：
情结西夏成山海，杞源深处万万家——百瑞源枸杞品牌生态建构之路
译名：
From the Heartstrings of Ningxia's Legacy and Rural Roots: A Case Study on BaiRuiYuan's Goji Brand Ecosystem Construction
案例作者：
易靖韬、张倩茹、梁家绪
作者单位：
中国人民大学商学院
译者：
-
案例企业：
百瑞源枸杞股份有限公司
行业：
其他
学科领域：
其他
规模：
中小型
案例语种：
中文
案例类型：
描述型
中文关键词：
品牌战略、品牌生态系统、文旅融合、创新驱动；校级案例
英文关键词：
Brand Strategy, Brand Ecosystem, Cultural and Tourism Integration, Innovation-Driven
中文摘要：
国以农为本，强国必先强农。在数字化浪潮下，怎样带动农业产业链发展，怎样让农产品卖上好价，让农民赚到钱，百瑞源交出了一份优异的答卷。本案例讲述了乡村振兴战略的时代背景下，宁夏龙头枸杞品牌百瑞源是如何在黄土高原的土地上通过自创品牌，摆脱“枸杞的低价值和杞农的生存难”困境，以期实现最初的品牌脱域，又如何不断在逆境中破局，将品牌发扬光大，最终建构品牌生态系统、赋能产业链及区域发展的故事。从呕心沥血打造枸杞博物馆以提升品牌知名度，到数字时代进行电商平台的探索，再到线下平台和跨界茶饮的创新，百瑞源不断贴近、触达消费者，并不断拓展品牌的市场价值和社会效益，使得宁夏枸杞从农产品进化成高端健康养身品牌，从而走向全国、走向世界。
英文摘要：
A nation's foundation lies in its agriculture. To strengthen the nation, agriculture must come first. In the digital era, how can agricultural value chains be upgraded, how can premium prices be secured for farm products, and how can farmers truly benefit? BaiRuiYuan has provided an exemplary answer. Set against the backdrop of China's Rural Revitalization Strategy, this case study traces the journey of Ningxia's leading goji brand, BaiRuiYuan, from its roots on the Loess Plateau to its emergence as a brand ecosystem empowering an entire industry and region. It reveals how the company built its own brand to escape the long-standing trap of "low goji value and struggling goji farmers," achieving initial brand disembodiment in a challenging market. The case further chronicles BaiRuiYuan's persistent efforts to break through adversities and elevate its brand—from the painstaking creation of the Goji Museum to enhance brand awareness, to its strategic exploration of e-commerce platforms in the digital age, and finally to its innovative ventures such as the "Uncle Qi" tea shops. Through these efforts, BaiRuiYuan has continuously engaged consumers, expanded its market value, and amplified its social impact, ultimately transforming Ningxia goji from a bulk agricultural commodity into a premium health and wellness brand, reaching consumers across China and the world.
适用对象：
本科|MBA|EMBA|高管培训
编写方式：
采编
开发时间：
2025
入库时间：
2026
索要案例使用说明：
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