Abstract: The construction of regional brands of agricultural products plays an important role in rural revitalization. How to improve regional brands of agricultural products has always been the hot issue of attention of all parties. The evolutionary game method is used to discuss how each participant makes strategic choices in different scenarios in the process of promoting regional brands of agricultural products, and numerical simulation is used to analyze relevant conclusions. The research results show that the evolutionary stabilization strategy is affected by government subsidies, rewards, benefits and costs; appropriate subsidies are conducive to the participation of the three parties, that is, agricultural product manufacturers improve product quality, brand operating companies actively operate, and local governments strictly supervise; brand operating companies’ rewards to enterprises should be within a reasonable range, at the same time, higher-level governments increase rewards to local governments, which is also conducive to the participation of the three parties; reducing participation costs and increasing participation benefits are conducive to motivating agricultural product manufacturers and brand operating companies to participate enhance regional brands of agricultural products. This research has certain theoretical and practical guidance for improving the regional brands of agricultural products.

Key words: regional brands of agricultural products; participants; brand promotion; evolutionary game