Diffusion of Innovations Perspective on the International Social Media Communication of China's Geographical Indication Products: A Case Study of Panzhihua City, Sichuan Province

Résumé fourni par la source

Geographical Indication (GI) products bridge regional cultural heritage and economic development, yet Chinese exports exhibit a stark product-brand divide characterized by substantial trade growth and marginal international visibility. Applying Rogers’ Diffusion of Innovations theory, this single-case study of Panzhihua City identifies systemic barriers across the innovation decision process, including deficits in narrative construction, official channel management, and cross-cultural adaptation. Accordingly, this paper proposes four targeted strategies: reconstructing cultural narratives to amplify relative advantage, localizing content to mitigate complexity, deploying a multi-platform social media matrix to enhance trialability and observability, and instituting evidence-based evaluation mechanisms. These findings offer actionable insights for GI branding in developing economies.

Ce résumé expose les affirmations des auteurs. BNTIC ne l’interprète pas comme une validation indépendante des résultats.