Study On Regional Brand Construction Of Xinjiang's Characteristic Agricultural Products

In recent years,the occurrence of unsalable agricultural products in China has become one after another,which poses a major challenge to the increase of farmers'income and the sustainable development of local agriculture.At the same time,in recent years,with the reduction of import tariffs of agricultural products in China,more and more foreign agricultural products enter our consumer market.While enriching the domestic market and satisfying consumption,our agricultural products are facing a comprehensive impact of imported agricultural products.The high quality,big brand and standardization of imported agricultural products have dwarfed many domestic agricultural products with relatively weak competitiveness.Xinjiang is a large agricultural region located in the northwest of China,with vast territory,unique climate,abundant agricultural products resources and superior quality.It has unique advantages in developing characteristic agricultural products,making Xinjiang a famous melon and fruit town,such as Korla fragrant pear,Aksu apple,Hetian jujube and other geographical indications agricultural products have a certain popularity in the country.However,compared with the central and Eastern regions,the overall level of agriculture in Xinjiang is low,the degree of standardization and marketization of agricultural products is low,and the comprehensive economic benefits of agricultural products are not high.From the above facts,we can see that some regional characteristics of agricultural products are poor in operating performance,while some regional characteristics of agricultural products are efficient in operating performance.Therefore,this paper puts forward a question:under what conditions,the operation performance of regional characteristic agricultural products is efficient?In other words,what conditions should be satisfied if the management of regional characteristic agricultural products is to achieve efficient performance?According to the principle of brand economics,how to change the operation performance of regional characteristic agricultural products from the production path in large-scale production to the value-added path in stable production?This is the problem of this paper.The main contents of this study are as follows:Firstly,using the paradigm theory of "Choice Cost" of brand economics to analyze the necessity of regional brand building of characteristic agricultural products in Xinjiang:(1)brand premium can be generated by brand building of characteristic agricultural products;(2)brand premium of characteristic agricultural products can make up for distance cost;(3)characteristic agricultural products can improve the input-output rate of agricultural enterprises through brand building;(4)Characteristic agricultural products can occupy an advantage in product differentiation competition through brand building.Secondly,through empirical research,the quantity and value of regional brand of agricultural products in Xinjiang are analyzed.It is concluded that the quantity and value development of regional brand of agricultural products in Xinjiang is not ideal.The proportion of geographical indication products in Xinjiang in the national geographical indication products shows a downward trend during 2010-2017.In 2017,only 4 of the top 300 regional public utility brands of agricultural products in Xinjiang are worth in 2017.Four brands were selected.For the pear industry,in the past 20 years,although the pear planting area and y:ield in Xinjiang ranked in the forefront of the country,the output value of Xinjiang in the past years is basically lower than the national level,and the price is also low.Thirdly,through the analysis of the problems existing in the development of regional brand of Xinjiang's characteristic agricultural products,we can conclude that the problems of regional brand of Xinjiang's characteristic agricultural products are:(1)the number of Xinjiang's geographical indications agricultural products is small;(2)The regional brand value of character agricultural products in Xinjiang is weak;(3)the degree of Xinjiang's agricultural organization is low,and the strength of leading agricultural enterprises is weak.Through the analysis of the reasons for the regional brand problems of Xinjiang's characteristic agricultural products,the paper concludes that the reasons for the regional brand problems of Xinjiang's characteristic agricultural products are:(1)factors of Xinjiang's transportation location;(2)factors of operation and management of Xinjiang's farmers'cooperatives;(3)factors of competitiveness of Xinjiang's agricultural products processing enterprises;(4)risk factors in the production and sale of Xinjiang's characteristic agricultural products.Fourthly,through the binary logistic regression analysis of the sample data of consumers'purchasing intention of "Korla Fragrant Pear" products,it is concluded that the monthly income of consumers,the quality factors of products,the brand factors of products,the marketing factors of products and the geographical distribution of consumers have obvious effects on consumers' purchasing intention of "Korla Fragrant Pear" products,while the gender of consumers and the geographical distribution of consumers have obvious effects on consumers'purchasing intention.Age,education and occupation have no significant effect on consumers'purchase intention of Korla Fragrant Pear products.Fifthly,by studying the formation path of consumer loyalty to Korla Fragrant Pear brand,the logical relationship of consumer loyalty to Korla Fragrant Pear brand is as follows:Korla Fragrant Pear Regional Environment? Korla Fragrant Pear Quality Perception Korla Fragrant Pear Consumer Satisfaction ? Korla Fragrant Pear Consumer Attitude Loyalty?Korla Fragrant Pear Consumer Behavior Loyalty.The hypothesis that "Korla Fragrant Pear" brand perception has no significant effect on consumer satisfaction has not passed the significance test,which indicates that consumers'brand perception of "Korla Fragrant Pear" is weak and has no significant impact on consumer satisfaction.It shows that the brand construction degree of"Korla Fragrant Pear" is insufficient,and the brand experience provided to consumers is also weak,so the influence of consumers'brand perception on brand loyalty is weak.Sixthly,by analyzing the regulatory effects of the four characteristics of consumers'regional characteristics,gender characteristics,age characteristics and income characteristics on the brand loyalty of Korla Fragrant Pear,it is concluded that the four characteristics of consumers' regional characteristics,gender characteristics,age characteristics and income characteristics do not affect the path coefficient of structural equation model,which indicates the area of Korla Fragrant Pear.Regional environment and consumers'perception of the quality of "Korla Fragrant Pear" are still the main factors of consumer satisfaction.Consumers with any characteristics have weak perception of the brand of "Korla Fragrant Pear" and have no obvious impact on consumer satisfaction.The empirical results show that the brand construction of"Korla Fragrant Pear" needs to be strengthened urgently.Seventh,TBCI2.0 model is used to diagnose the brand construction of "Korla Fragrant Pear" trademark in the brand management of regional trademarks of Xinjiang characteristic agricultural products.Ten indexes of brand credit of "Korla Fragrant Pear" trademark are evaluated,and the brand credit measurement and Premium Analysis of "Korla Fragrant Pear" trademark are carried out.The final test grade is C,which shows that "Korla Fragrant Pear" trademark is of grade C.There is still a big gap between the pear brand and the real brand.Eighth,aiming at the problems existing in the regional brand of characteristic agricultural products in Xinjiang,this paper analyses two main dilemmas in the development of regional brand of characteristic agricultural products in Xinjiang:the"free rider" behavior in the brand building of characteristic agricultural products and the formation of "lemon market".Then it further analyses the governance among the stakeholders in the construction of regional brand of characteristic agricultural products in Xinjiang,and discusses the competition and cooperation among the stakeholders in four aspects:farmers and farmers'cooperatives,farmers' cooperatives and leading enterprises,agricultural products enterprises and agricultural products enterprises and local regulatory bodies.Finally,it puts forward the governance mechanism among various stakeholders in the construction of regional brand of agricultural products with Xinjiang characteristics-the mechanism of stakeholder cooperation and competition.Finally,according to the conclusion of the study,the paper puts forward countermeasures and suggestions from two aspects:the main stakeholders of regional brand building of Xinjiang characteristic agricultural products and the brand building of Xinjiang characteristic agricultural products trademarks.