Research On The Development Of Agricultural Product Regional Brand

With the traditional agriculture develop and transform to modern agriculture today, it is one of the important means to promote agricultural scale, standardization and industrialization and marketization that developing agricultural products brand.Develope agricultural product brand,is to adapt to the urgent need that the agricultural industry structure upgrading, improving the quality of agricultural products, improving market competitiveness and meeting the growing consumer demand, also is the urgent need that the development of efficient agriculture, realizing the agricultural improve-efficiency and farmers improve-income and rural development.Agricultural product regional brand is a new way of transferring the agricultural product quality information, the development of agricultural product regional brand not only lay the foundation new development for the agricultural brand value, but also can drive the development of China’s agricultural brand, better realize tha agricultural improve-efficiency and increasing farmers’ income, solve effectively the unmarketable sell of agricultural products, form a stable market share. It is a kind of better system design that what the agricultural regional product brand is, but there still exist in more theoretical predicaments and realistic difficulties in China. Therefore, study on the development of agricultural product regional brand, help to both economics and management related theory applied into the field of agricultural economy, and provide theoretical guidance for the development of agriculture economy and the agricultural product branding development, and also help to promote regional agricultural industrial structure to upgrade, resolve the decentralized small scale of agricultural production and the lag of branding, and effectively enhance agricultural competitiveness, and provide the basis for the government to establish agricultural brand development policies.Based on existing knowledge of economics and management, and based on combing these theory that regional brand, country of origin effect, agricultural industrialization, competitiveness theory and agricultural product regional brand and its influence factors, by studying the current situation of the development of agricultural products regional brand in China, and researching the development mechanism agricultural product regional brand, and the qualitative multiple case study, exploratory build agricultural product regional brand development influencing factors model, and by using SPSS18.0and AMOS22.0statistical software, using600agricultural product regional brand samples data collected for the model and empirical validation, and then work out the development countermeasures for our country agricultural product regional brand.Research conclusion of this paper are:Firstly, the development of agricultural product regional brand in China is at good developmental stage, the agricultural product regional brand has the stong regionalism, the regional distribution difference is big and gathered in the advantages area, the development speed is fast and the categories are concentration, the brand product chain is short, The lack of enough attention and the lag of management mechanism. Secondly, based on the advantage government strongly support, the agricultural products regional brand development is the result that the government have implemented regulation the positive influence of agricultural industrial advantages, regional advantages and brand management advantage factors. Thirdly, regional advantage also have influence on the development of agricultural products regional brand, which through positive influence on management advantages and thus indirectly affect the development of agricultural products regional brand. Natural geographical environment dependency would provide the natural function value for agricultural product regional brand, cultural factors and historical heritage would create a unique culture emotional value for agricultural products regional brand. Fourthly, agricultural industry advantages have an impact on the agricultural products regional brand development, and through positive influence on management advantages and thus indirectly affect the development of agricultural products regional brand. Agriculture industry large-scale, agricultural modernization and agricultural industry chain, such as the agricultural industry development advantages, which have promoted the development of agricultural products regional brand. Fifthly, brand management advantages have become the key to promote and safeguard for the agricultural product regional brand development into regional famous brands. In order to give full play to the brand management advantages, depend on the established of the management mechanism of agricultural products regional brand that include the brand authorizing and licensing, the supervision and regulation, the service and instruction, the marketing promotion. Sixthly, the direction and strength size of government support, especially carry out the important guidance on regional advantages, brand management advantages and agricultural industry advantages, have dominated the development direction, development speed and the sustainable development ability of agricultural products regional brand. Seventhly, to develop agricultural products regional brand, must be energetically given play to regional advantages, vigorously promoted and optimized agricultural industrialization advantages, strengthened brand management advantages, made full use of the advantages of the government macroeconomic regulation and control, planed the top-level design for the development of agricultural products regional brand, and established a unified national brand management development mechanism.Features and possible innovation of this paper are:firstly, from the country of origin effect theory, the theory of agricultural products regional brand, agricultural industrialization theory, and the agricultural products regional brand and its influence factors to study the agricultural products regional brand, which have opened up a new perspective to research the agricultural products brand, enriched the contents of the agricultural products brand research and broaden the research connotation of the agricultural products brand. Secondly, to explore the development Present situation and development mechanism of agricultural products regional brand, through the multiple case studies, building the development influencing factors model of agricultural products regional brand, empirically test the agricultural product regional brand is the inevitable result that based on the government support and guide that regional advantages, agriculture industry advantages and brand management advantages carry out positive or indirect influence. Puting forward some countermeasures for the development of agricultural product regional brand, and to provide a practice reference for the development and construction of agricultural product regional brand in China. Thirdly, the results are added to a certain extent improve the domestic and foreign research in this field, provide important reference for the development of agricultural product regional brand in China.