The Investigation On The Formation Mechanism、Effect And Promotion Strategies Of Regional Brand Of Agriculture Products In Xinjiang

The regional brand of agricultural products from the traditional agriculture to the modern agriculture transformation has an important position, in solving the problems of agriculture, and in enhancing agricultural competitiveness. Xinjiang has the unique advantages of developing the regional brand of agricultural products. But at present, some problems still exist in its development. The brand awareness is not strong. The brand cultivation is lack of initiative. The brand marketing is dispersed. Regional brand construction of agricultural products is far can not adapt to the needs for the transformation of agricultural economic development mode and the upgrading of regional advantage industry. That will results in the disproportionate of contribution and resource potential of Xinjiang characteristics agricultural products’ regional brand, which has hindered the resource advantages into market advantage. Those are the urgent need to further study on the problem of the internal mechanism, effect and mechanism of the formation of regional brand of agricultural products in Xinjiang to crack the plight in developing regional brand of agricultural products on featured forestry and fruit industry, to promote the sustainable development of agricultural and rural economy in Xinjiang.Based on the perspective of industrial clusters, this research has applied some theories synthetically, such as the theory on regional brand of agricultural products, agricultural industrial cluster theory, and brand competitiveness theory. It has constructed the theory framework systematically on the regional brand’s formation 、effect and promotion strategies in Xinjiang. The paper carries out theoretical and empirical analysis on the formation mechanism of the regional brand agricultural products in Xinjiang and the effect on the growth of small and medium-sized enterprises’ brand based on first-hand information using quantitative and qualitative analysis methods of grounded theory and structural equation modeling. In the end, based on multi-subject governance perspective, the research has explored the ideas and the implementation path with regional brand of characteristic agriculture products in Xinjiang to be promoted.The main work and research Conclusion are as follows:(1) This research defines the related concepts of agricultural products’ regional brand, and introduces the related theory. First, it defined the related concepts of agricultural products’ regional brand, including the connotation, basic characteristics and the differentiation between enterprise brand and product brand, meanwhile analyzes the system structure of regional brand; secondly, it introduced the theory of agricultural products’ regional brand, including the agricultural industrial cluster theory and the brand competitiveness theory. This laid the theoretical foundation for the following chapters in the empirical research.(2) The forming mechanism of regional brand of characteristic agriculture products in Xinjiang was analysed by the mixed research path of qualitative to quantitative. Firstly, the key factors and their relationship affecting the formation of regional brands of special agricultural products in Xinjiang were abstracted using the grounded theory. Then, the theoretical model of formation of regional brands of special agricultural products in Xinjiang was built from the geographical dimension, economic dimension and the social dimension, three competitive structure models were built from the perspective of the drives by brand collaboration of supply chain, the drives by regional cultural, the double drives by regional cultural and brand collaboration of supply chain. The models were tested by using the of survey data of Turpan grape clusters. Research shows: The order of importance of formative factors affecting regional brand in Turpan grape factors importance are geography resources, regional culture, government support, brand collaboration of supply chain. The core power of regional brand formation in Turpan grape is brought by the influence of regional culture and shaping based on resource advantages, the direct role and influence of government in promoting on regional brand are obviously insufficient. At present, some traditional characteristic agriculture clusters in China are still in pursuit of "resources" as a guide, which leads to the regional brands of agriculture products in characteristic agriculture clusters are limited to primary agricultural products, the development of clusters are slow, the competitiveness are not strong. From a long-term point of view, it is the only way that the traditional agriculture clustesrs transform and develop from the pursuit of "efficiency" to "brand innovation".(3)The effect of regional brand of characteristic agriculture products in Xinjiang was analysed from the perspective of promoting corporate brand competitiveness in clusters using hybrid approach research from quantitative to qualitative. First, the paper clarifies the relationship of reputation, effect, competitiveness of SMEs of regional brand of characteristic agriculture products in Xinjiang using grounded theory method, constructs a mechanism`s theoretical model of effects of regional brand of agricultural products(radiation effect, cooperation effect) for brand development of SMEs(brand competitiveness of SMEs and brand development of core enterprise). The index evaluation system of corporate brand of competitiveness were established to further discuss the formation mechanism of dominant brand competitiveness and recessive brand competitiveness of enterprises from the comprehensive perspective of businesses, markets, consumers; The paper tests the model using survey data of Turpan Grape clusters, makes an empirical analysis on the function of agricultural products’ regional brand for enterprise brand growth of forestry and fruit industry in Xinjiang. Research shows that the promotion of regional brands of the traditional characteristics agriculture products for competitiveness of small and medium-sized enterprises include both direct and indirect paths. The direct path is to directly promote the competitiveness of SMEs for regional brands through its brand reputation, brand position and other; The indirect path is to form radiation effect and coordination effect after the promotion of regional brand reputation, which enhance dominant corporate brand competitiveness and recessive corporate brand competitiveness through radiation effects and coordination effect; In the indirect path, the path effect of “ regional brand reputation of agriculture products-effects of radiation-effects of dominant brand competitiveness” is significantly higher than that path effect of” regional brand reputation of agriculture products- effects of coordination-effects of recessive brand competitiveness”. Therefore, it are keys and cores to strengthen the coordination effect of regional brands of agriculture products and promote the recessive corporate brand competitiveness to solve the problem of weak effect of brand, weak willingness of division and cooperation of cluster, low corporate brand competitiveness existing in the development of characteristic forestry and fruit industry in Xinjiang.(4)The paper uses case studies on the brand development that regional brands of characteristic agriculture products in Xinjiang affect the core of enterprise cluster taking three kinds of typical enterprise(organization) in Turpan grape industry cluster as an example. The paper carries on the comparative analysis mainly from utilization of enterprise for regional brands of cluster, development overview of corporate brand, brand products and services, market characteristics and development mode of corporate brand, etc. Research shows: the influence of brand growth is different of the grape regional brand for different types of enterprises or organizations in cluster. Therefore the characteristics of corporate brand, performance of brand market, mode of brand development have different characteristics of the development, the brand cultivation strategy of each have different focuses. Among them, the Wine production enterprises should adopt the model of leading enterprise to promote the establishment of Wine regional brand, by means of brand awareness and influence of key enterprises in cluster through building strong corporate brand and product brand; and promote grape cultivation, wine brewing, cultural tourism development of grape clusters through wine chateau brand building. The raisin processing enterprises should be guided to pay attention to Construction trademarks, product quality, credit, and culture as a whole of high quality agricultural product brand, shape differentiation brand to enhance brand awareness and influence, improve the nurturing role of corporate brand for the development of regional raisins brand. Cooperative organization of Grape farmers should strengthen brand protection, quality supervision departments should strictly use and manage regional brand logo, industry and commerce departments should pay attention to fighting against counterfeit. Promote the brand extension and expand the influence of the fresh grapes regional brand by the use of fresh fruit picking, sightseeing, leisure agriculture and other forms of tourism.(5) The paper explores the brand promotion strategies of collaborative development of multiple subjects based on the theory of public products and the management. A brand cultivation framework of multiple collaborative development of regional brands of special agricultural products in Xinjiang was structured from four aspects of government regulation, association management, economic level taking characteristic forestry and fruit industry in Xinjiang for example. The path of brand construction is proposed such as system innovation, platform construction of production-study-research, strengthening brand interaction. The paper analyzes the brand cultivation mechanisms such as management mechanism, incentive mechanism, innovation mechanism, interaction mechanism, the extension mechanism; The paper puts forward the brand cultivation path is composed of system innovation, platform construction of production-study-research, organizational innovation of supply chain, strengthening brand interaction. Regional brand cultivation and management of agriculture products in characteristic forestry and fruit industry in Xinjiang cannot do without jointly promote of multiple subjects. The government needs to carry on the system innovation to establish a support system of regional brand development through the support of industry, support of cultivating new agricultural subject, support of regional brand management, support of policy and financial; Associations and intermediary organizations should set up a sharing platform of the knowledge, information, brand to promote cooperation of production-study-research. Cluster supply chain should carry on organizational innovation to build value chain clusters of brand-oriented in close collaboration with standardization bases, technical cooperation of deep processing, market expansion in three areas; Attach importance to strengthening the interaction between the regional brand and corporate brand, local market, industry clusters, strengthening regional brand management and expansion market. The plight of the low cost driving in cluster can be got rid of to promote function upgrading of the value chain of forestry and fruit industry in Xinjiang through the regional brand management to promote the strategic synergy, service synergy, organization synergy and brand management synergy.Possible innovation as:(1) The innovation of research perspective. Based on the perspective of industrial clusters, this research has applied some theories synthetically, such as the theory on regional brand of agricultural products, agricultural industrial cluster theory, and brand competitiveness theory. It has constructed the theory framework systematically on the regional brand’s formation 、effect and promotion strategies of characteristic agricultural in Xinjiang; Using the methods a combination of qualitative and quantitative, the research systematically study the formation mechanism on the regional brand of characteristics agricultural products in Xinjiang and the growth mechanism of small and medium-sized enterprises’ brand consisting in the cluster. The paper deeply discusses the formation mechanism and effect of typical regional brand of agricultural products of characteristic forestry and fruit industry in Xinjiang especially using the method of grounded theory. Based on the driving of supply chain brand collaboration, the driving of regional culture, the double driving of regional culture and supply chain brand collaboration, the research conducted the construction of three competitive models and in-depth analyzed the formation mechanism of regional brand. It explored the effect on regional brand of agricultural products from the two aspects the core competitiveness of enterprise brand and the brand development of small and medium-sized enterprises. It does not see more in the current study. The research enriched the research contents of regional brand of agricultural products and other relevant fields.(2) The conclusion of the study has a certain novelty. First, using a mixed research methods combination of qualitative and quantitative analysis, discusses the formation mechanism on characteristic agriculture products in Xinjiang. The core power of the regional brand’s formation is relying on its advantages in resources, is brought about by the influence of regional culture and shaping, and the role of cluster supply chain is also unable to play. It is obviously insufficient that government directly should promote the role and influence of the regional brand. This conclusion deepens the depth of grape’s interpretation and research in Turpan about its formation of the region brand. Second, the study has two basic paths that it puts forward to promote the traditional characteristics of agricultural regional brand to the brand competitiveness of small and medium-sized enterprises in Xinjiang. Including it direct to promote the direct path to enhance brand competitiveness of small and medium enterprises and the regional brand enhancing the reputation on the formation of radiation effects and cooperative effect, promote the development of the indirect path to enhance the brand competitiveness of small and medium-sized enterprises through its brand reputation, brand position, and "agricultural regional brand reputation. The radiation effect the path of effecting enterprise competitiveness. The path effect of “regional brand reputation of agriculture products-effects of radiation-effects of dominant brand competitiveness” is significantly higher than that path effect of” regional brand reputation of agriculture products- effects of coordination- effects of recessive brand competitiveness”. To provide new ideas for the characteristics of the fruit industry in Xinjiang and the characteristics of China’s traditional agricultural cluster guiding characteristics of agricultural products’ regional brand, nurturing and development of small and medium-sized brands.