A Study On The Influencing Factors And Mechanism Of The Sustainable Development Of Regional Brand

In recent years, the development of regional economy is paid more and more attention by government and non-government. The theoretical circles did more and more research on the regional economy and have made abundant research achievements. Many study results were used in practice and promoted the development of regional economy, which benefit the people in the region. As a part of regional economy, regional brand is much valued, and research on it is increasing. But most studies are local and static research. Only a few studies is from systemic, overall, dynamic angle of regional brand research. This study makes theoretic achievement of the system, overall, dynamic research of the regional brand.Regional brand refers to the public signs of some products or industry which have a certain popularity, reputation and market share, represented by collective trademarks and geographical indication in a specific geographical scope. It is the comprehensive performance of collective behavior of many enterprises in the geographic scope and became the brand and symbol of the area, representing the overall image of the area. Consumers need to collect information on the consumer decision-making. The information includes internal clues and external cues. If the internal clues are hard to get or cost too high, consumers will turn to seek external information to make decisions. The regional brand builds up implicit contracts between producers and consumers which guarantees the consumer choice correctness. The emergence of regional brand make consumers has definite decision criteria in choosing regional product or service which reduces consumers’decision-making cost. Consumers are willing to pay the extra cost, namely regional brand value, for the reliability of decision quality. Although consumer pays extra cost, this cost is obviously lower than that of searching other information for decision and the uncertainty cost of decision-making with unclear information. It is a rational choice for consumers. As the integrated performance of collective behavior, regional brand has public product attributes, namely non-competitive and no exclusion, which makes regional brand protection and development born with defects. The externality of regional brand makes private benefit not equal to private cost, which inhibits the private moral behavior, fueling the private immorality behavior. All of this has bad impact on the sustainable development of regional brand. The property rights’being not clear results in many problems. All the problems will be solved if only the property right is clear. So it is the primary issue to solve the property rights’indistinct in order to promote the sustained development of regional brand. Regional brand property can take state property, common property and private property according to the different stage of the development of regional brand. It is important and urgent to coordinate in the forming stage. The state property is at the right time. In the growing stage, it is necessary to exert all behavioral agents’active enthusiasm; the common property is the proper choice. In the ascending stage, common property or private property rights is the choice according to different regional brand growth situation. Property rights being clear, the residual claims of the ownership should be protected. The incentive functions of property rights are playing. The ownership will actively manage, maintain and develop the regional brand.There are many factors which affect the sustainable development of regional brand. Overall, they can be divided into subject factors and object ones. Subject factors include those have relation with regional brand producers, consumers and other stakeholders. They are affected easily by attitude, knowledge and experience and so on. Object factors include those exist objectively and not being affected easily by people. Six common factors are extracted by exploratory Factor Analyzing with SPSS which are regional brand demand, property, foundation, relationship, innovation and equity. They have different effect on the sustainable development of regional brand. The demand, property, foundation and relationship of regional brand have direct good effect on the innovation and equity of regional brand. The innovation and equity of regional brand have direct good effect on the sustainable development of regional brand. The model is supposed according to upper hypothesis. Then, confirmatory factor analysis of SEM is used to test hypothesis. The interaction mechanism of the factors of sustainable development of regional brand is constructed by revising the model according to the test of hypothesis.Many measures and methods are needed to boost the sustainable development of the regional brand. First, define the property rights and establish the ownership of the regional brand property rights. In the regional brand’forming stage, as the most authoritative organization, the regional government is the most suitable subject to play the role. Secondly, register the trademark. By the help and coordination of the regional government, the industrial association or other corporate organization registers certificate or collective trademarks. It can plan and manage wholly on the basis of the trademark law and other rules in order to coordinate the behavior subjects’ interests and contradictions crack down on all illegal ACTS and protect regional brand. Finally, strengthen material culture construction. Material culture is manifestations of spiritual cultural. Good material culture can transfer regional brand image, establish consumer trust of regional brand, so as to promote its development.The growth mechanism of regional brand includes collaboration mechanism, risk management mechanism and driving mechanism. Collaboration mechanism deals with coordination of regional brand stakeholders’ purchasing, producing, marketing and after-sale activities, arranges collective activities wholly and processes daily affairs. The establishment of risk management mechanism can improve the ability to cope with emergency and crisis and daily immoral doing timely. To strike bad behavior of damage regional brand and find the hidden trouble and deal with timely. Driving mechanism is composed of the sell-organizing mechanism, competition mechanism and incentive mechanism. As an integrated network system, the regional brand has the self-organizing function, which drives it up to a higher level. Competition mechanism consists of the internal input competition and external market competition. Incentive mechanism is making up of interests sharing and punishment mechanism. Dynamic mechanism supply regional brand with power which boosts it to a higher level.The strategic plans determining the long-term development direction and scope are needed to promote the regional brand. Secondly need innovation including product innovation, technology innovation, management innovation, brand extension and marketing integration. Only by constant and continuous innovation, can regional brand maintain its competitive advantage and sustainable development. In addition, it is necessary to strengthen the system culture and spiritual culture construction, using "soft restriction" to consolidate and develop regional brand.