Study On Influencing Factors And Mechanism Of The Acts Of Local Governments On Regional Brand Development

As the development of economy globalization, the boundary of market was broken, regional competition is increasing gradually; under this background, local governments, the subjects of regional governance, implement the strategy of regional brands development to achieve competitive advantage. Regional brands are the necessary demand of economy development; they not only could build regional overall image, promote regional industry development, improve regional integrative abilities, and enlarge regional influence; but also contribute to promote the coalesce between regional economy and global economy under the background of economy globalization, achieve internalization of regional brand development, and win more development space for regional industry. Therefore, to research the influence of the acts of local governments on regional brand development and mechanism of action will have important theoretical value and practical value.Regional brands’ development is influenced by numerous elements, local governments’ action is undoubtedly one of the key part; however, from the view of domestic and overseas research, although regional brands have already been focused by theoretical cycle and practical cycle, the former research of factors of regional brands development which focused on acts of local governments was relatively less, and achievements which have been empirical studied are rare.Depending on this, the paper researched the elements and mechanism of actions which local government behaviors’influences on regional brand developments. On th e theoretical level, the research depended on the view of public management to resear ch influences of local government behaviors on regional brand developments, achiev e the cross and blend of public management and regional brand research in some exte nt, and enrich the research system of regional brand. Meanwhile, the research applied empirical methods, developed the measurement scale about local government behavio rs and regional brand development, collected data of regional brand developments in questionnaire, a new research way, and covered the shortage of research area. On reali ty level, the research defined the functions of local governments in regional brand dev elopments, supplied a whole method and framework which local governments foster a new regional brand or develop existing regional brands. Furthermore, the research su pplied actual guiding value which local governments exactly intervene in regional bra nd developments, promote the regional integrated competition, and achieve good and fast developments of regional economy.To fulfill the needs and to remedy insufficient of theoretical study, the writer took empirical study as the main method, applying exploratory factor analysis, correlation analysis, and regression analysis to analyze the measured data. Also, the writer studied the constitution of local governments’ action, the key of regional brand development, and function mechanism of local governments’ action, and proposed relevant policy suggestion combined research results.First, this article analyzed basic concepts and definitions of the act of local government, and regional brand depending on a large number of domestic and overseas documents related to acts of local governments, regional brand development, and promotion of act of local government on regional brand development; and defined the key concepts, such as act the local government, regional brand. The Author thought: local government is the state administrative organ which is based on relevant laws and regulations and authorized by the central government, within the scope of a certain region, and undertake some of the social management function. Regional brand is formed within a certain administrative or geographical area, and has a unique advantage of the production capacity, market share, market awareness and market reputation, and its name constitution form is:region name+ industry name.Second, the author constructed this article’s main theoretical model, including definition of elements and partition of dimension, proposal of theoretical assumption and concept model, design of questionnaire and scale, introduction of variable and measurement and method of data collection, analysis of exploratory elements of scale and scale correction.In definition of elements and partition of dimension part, the author defined act of local government, market environment, regional brand development, and their dimensions. This article’s concept model consists of three elements:act of local government, market environment, and regional brand development; act of local government includes formulation of economic policy, supply of public goods, elimination of external influence, maintain of market order, and government marketing five dimensions; market environment includes commercial market environment and public market environment two dimensions. In theoretical assumption part, the author proposed two kinds of assumptions: the relationship assumption that local government s’dimensions of behavior directly influenced regional brand development, and the relationship assumption that local governments; dimensions of behavior indirectly influenced regional brand development through commercial market environment and public market environment. In design of questionnaire and scale, variable and measurement and data collection part, the author introduced the procedures and constitutions of the measurement scale of act of local government, the measurement scale of market environment, the measurement scale of regional brand development, and questionnaire design; meanwhile, the author introduced data collection scheme, data recovery situation, data processing method. In analysis of exploratory elements of scale and scale correction part, the author analyzed the scientificity of each scale dimension by analysis exploratory elements of scale, and combined the results of analysis of exploratory elements to adjust each scale and questionnaire.Again, the author collected necessary research data by applying questionnaires which have been revised, and empirically analyzed reliability test, correlation analysis, and regression analysis by using SPSS 19.0 software which collected relevant data. The empirical analysis verified all first species assumptions, and verified part of second species assumptions. Local government’s formulation of economic policy, supply of public goods, elimination of external influence, maintain of market order, and government marketing five dimensions could directly promote regional brand development; commercial market environment played intermediary role among local government’s formulation of economic policy, supply of public goods, elimination of external influence, maintain of market order, and regional brand development; public market environment played intermediary role among local governments’ elimination of external influence, maintain of market order, government marketing, and regional brand development. Meanwhile, the result of hypothesis testing indicated that local government’s formulation of economic policy, supply of public goods, elimination of external influence, maintain of market order, and government marketing are the key acts of local government to influence regional brand development. The verified relation assumptions corresponding mechanism of action are the mechanism of action which key acts of local government influenced regional brand development.At last, the author proposed some strategic suggestions to local governments in the process of regional brand development, depending on the result of empirical study; and provided theoretical and practical references to promote regional brand development. These strategic suggestion include formulation of effective economic policy, supply of thorough public goods, elimination of negative external influence, maintain of good market order, and development of active government marketing.