Objectives Focusing on the conflicts between ecological protection and regional development in national parks and the inadequate realization of the economic value of ecological agricultural products, this study took the Giant Panda National Park as an example. It centered on developing a public brand for ecological agricultural products in national parks, revealing the strategic maneuvers and collaborative mechanisms among local governments, agricultural enterprises, and consumers. Furthermore, it sought to furnish theoretical support to address the impediments encountered during the marketization of ecological agricultural products.

Methods To this end, an evolutionary game model involving local governments, agricultural enterprises, and consumers was constructed, and quantitative analyses of the impact of parameters such as subsidy intensity, cost-sharing ratios, and economic returns on strategy evolution were conducted using simulation via Matlab software.

Results (1) In the initial market stage, incentive policies led by local governments served as the core driving force. When subsidies reached 3,500 yuan or local governments covered 90% of brand-building costs, the transformation of agricultural enterprises and consumers' willingness to purchase can be significantly promoted. (2) Consumer preference shifts were characterized by inertia, and the presence of brand differentiation and product diversity has been demonstrated to accelerate the formation of consumption habits. (3) The economic returns of agricultural enterprises were pivotal to ensuring long-term sustainability. When the premiums from ecological products offset incremental costs, the system will spontaneously converge on the ideal equilibrium of “government incentives-enterprise participation-consumer purchasing.”

Conclusions The establishment of a national park brand that incorporated regional characteristics, complemented by collaborative efforts at the regional level, can form an effective path for realizing the value of ecological agricultural products characterized by “market-driven, government-guided, public-participated” features.