Study On Competitiveness Promotion Of Green Food Regional Brands In Heilongjiang Province

Since 1980s, sustainable development of agriculture, regional brand management practice, brand competitiveness theory and other hot spots have aroused widespread concern of the academia. The issue of construction and competitiveness promotion of green food regional brands is the result of intersecting, developing, integrating and ever-evolving of theoretical study on related disciplines on the background of economic globalization and international competition.Construction and competitiveness promotion of green food regional brands is of great importance on expanding markets, promoting industrial upgrading, advancing regional economic development and solving issues of agriculture, farmer and rural area in China. Under the circumstances of increasingly fiercer market competition, how to carry out in depth the strategy of developing economy by green products and with local characteristics, how to highlight ecological and resource comparative advantages, how to foster competitive advantages of green food regional brands, how to effectuate changes in the pattern of economic growth and how to promote economic and social sustainable development are important tasks faced by green food industry and academia in Heilongjiang Province.Construction and competitiveness promotion of green food regional brand is a complex, systematic project. The key points of its theoretical analysis are mainly based on the following two aspects. On the one hand, the green food mark is a manifestation of certifying that trademarks are brands. Green food regional brand is its subordinate concept. Non-pollution, safety, high quality, nutrition are not only the basic connotations, but core values of green food marks.These values are with the property of information asymmetry. However, information asymmetry problem can easily lead to "moral hazard" and "adverse selection", which will finally form the "lemons market"The key factors of green food regional brand competition are clinging to and strengthening of green food core values in different regions and also giving the distinctive additional connotations to green food core values, which may form good reputation and clean-cut image of green food industry area. On the other hand, as local public goods, regional brands contains both private elements and public features. From the perspective of private elements, the regional brand is a powerful tool of its membership group when participating in market competition and it is with all the attributes of private brands.From the perspective of public features, as public goods of multiple subjects, the regional brand may either lead to insufficient supply due to "Free Rider" theory, or it may be infracted by lunatic opportunism because of "Tragedy of the Commons". The private elements and the public features of regional brands are the two basic routes of analysis on construction and competitiveness enhancement of regional brands. If the mutiple subjects within the group can not reach agreement on goals from public point of view, competitiveness is out of the question. The goal congruence of regional brand mutiple subjects is of great importance when enterprises participate in the market competition, that is to say, the market competitiveness reflected by the "private factors" of regional brand is on the basis of the goal congruence reached by public point of view. Cooperative competition mechanism is the base for the mutiple subjects to realize the goal congruence. Construction and competitiveness promotion of green food regional brand is essentially the problem of joint supply by regional brand mutiple subjects in the framework of green food mark management. The diversified subjects of green food regional brand participate actively into brand strategy system with the same target. They work together to construct group reputation and forge public image of rich levels and complete connotations. These should be the key factors to promote regional brand competitiveness of green food.The mutiple subjects of green food regional brands have different status and play various roles in the process of construction and competitiveness promotion of regional brands.The local government is in the dominant position, enterprises are main bodies, industry associations have the organizational and management functions, while other external forces such as competitors, investors, consumers and so on play the role for the regional brand through the above three subjects.On the whole, the promotion of regional brand competitiveness is a dynamic development process of building up market competitive advantages through active and effective brand management on the basis of cooperative competition of mutiple subjects.The dynamic promotion problem of regional brand mutiple subjects can be converted to static composition analysis, which can be divided into industrial factors, regional factors, brand factors and supporting factors.According to the static elements, we may build corresponding evaluation system to carry out evaluation analysis. Based on the evaluation results of static element indicators, we can also reveal the main problems of the dynamic fostering of regional brand competitiveness. The analysis and evaluation on the affecting factors of green food regional brands are the bases of proposing countermeasures to enhance competitiveness.This paper conducts relative evaluation and analysis according to the data in Heilongjiang Province by AHP and fuzzy mathematics methods and concludes that the competitive index should be 80.89, which indicates the competitiveness of regional brand of green food in Heilongjiang Province is up to ordinary level.The evaluation results show that the key factors, such as leading enterprises, market regulation and the important factors, such as brand concentration, industrial organization, brand positioning, investment amount, educational background and other indicators are the major constraint "bottleneck" factors of construction and competitiveness promotion of green food regional brand in Heilongjiang Province. Evaluation results also demonstrate the development status and existing problems of the green food regional brands in Heilongjiang Province.According to evaluation analysis and existing problems, combined with domestic and international experience, the paper puts forward corresponding countermeasures of construction and competitiveness promotion of green food regional brands in Heilongjiang Province.The detailed measures include:increasing the credibility supply by strengthening construction of leading enterprises; concentrating on management institutional improvement to prevent market risks; intensifying brand clusters building to enhance the market competitiveness;reinforcing green food regional brand management system to create overall regional brand competitive advantages.These measures will effectively improve the key factors with greater weight and development potential and have motivation for a number of important factors with greater effects. Improving weaknesses and highlighting strengths are the practical significance of this paper.