Study On Influencing Factors, Co-construction Mechanism And Promotion Countermeasures Of The Regional Brand Competitiveness Of Characteristic Agricultural Products

In the process of transitioning from product economy to brand economy,agricultural branding has become a core symbol of rural industrial revitalization as well as the modernization of agriculture.The development of local agricultural brands has become an urgent task in promoting the large-scale agricultural production and agricultural modernization.Jilin is a province characterized by conspicuous advantages in characteristic agriculture.Changbaishan ginseng and Jilin sika deer industries are among the most characteristic agricultural industries with traditional advantages in China.However,they are faced with some problems at present,such as less competitiveness for the regional brands of characteristic agricultural products,lack of motivation for brand cultivation,and declining international competitiveness under the background of RCEP.As a result,the potentials of agricultural resources are not effectively exploited and the contribution is insufficient of the regional brands of characteristic agricultural products in Jilin province.To improve the conditions of the regional brands of characteristic agricultural products,and promote the better development of agriculture in Jilin province,it is of urgent necessity that weshould deeply explore the promotion of the regional brand competitiveness of characteristic agricultural products in Jilin province,as well as the cultivation mechanism concerned.The study was conducted from the perspective of industrial cluster and by comprehensively applying multiple theories.Case studies were made of the two industrial regional brands in Jilin province,namely "Changbaishan Ginseng" and "Jilin Sika Deer",on the basis of an in-depth analysis of the existing problems confronting the regional brand construction of characteristic agricultural products in Jilin province and the causes for the problems concerned.By applying the grounded theory,this paper established,on the basis of combining explicit and implicit competitiveness powers from the perspective of general brand competitiveness power,two theoretical models,that is,influencing factors and promotion paths as well as collaborative construction mechanism of the regional brand competitiveness power of characteristic agricultural products in Jilin province.By using multiple regression analysis and structural equation model,the empirical results were obtained of the influencing factors for and the collaborative construction mechanism of the regional brand competitiveness power of characteristic agricultural products.Based on the above research,the paper further discussed the strategies of and suggestions for the promotion of the regional brand competitiveness of Jilin characteristic agricultural products.The main research conclusions of this paper are as follows:1.Key influencing factors and promotion paths that affect the regional brand competitiveness power of characteristic agricultural products.The results show that the key factors and promotion paths affecting the regional brand competitiveness power of characteristic agricultural products are as follows(in descending order): 1)The management power is the most important factor affecting the regional brand competitiveness power,and it also plays an important intermediary role between regional resource power,industrial development power and brand competitiveness power.2)The total indirect effect of industrial development power on brand competitiveness power ranks second,and the industrial development power exerts an indirect influence on brand competitiveness power through the intermediary role of management power and government guidance power.3)The influence coefficient of government guidance power on brand competitiveness power ranks third,which plays an intermediary role between regional resource power,industrial development power and brand competitiveness power.4)The indirect influence of regional resource power on brand competitiveness power ranks fourth,which plays a positive intermediary role on the brand competitiveness power through the management and government guidance powers.The influencing factors of the regional brands of characteristic agricultural products are interrelated and mutually influencing,forming an organic whole featuring“four powers in one” but with clear priorities for each,and thus providing guidance orientation and paths for brand managers in the allocation of resources available.2.The collaborative construction mechanism for the regional brand competitiveness power of characteristic agricultural products.The research results show that the influence of brand value co-creation on the collaborative construction mechanism for the regional brand competitiveness power of agricultural products has strong theoretical explanatory power.1)The two driving variables,namely the interest demands and co-construction willingness of brand construction subjects,have a positive impact on the co-construction behaviors of brand competitiveness power and can effectively promote the regional brand value of agricultural products.2)Regional resources are the basis and starting point for regional brand construction subjects to participate in the cooperative construction.The initiative of each construction subject for the co-construction is determined by whether the demand of each subject can be met.3)Different construction subjects exhibit different behaviors in the collaborative construction out of different interest demands.4)In the process of the co-construction of regional brands,the stakeholders of brand construction(governments,industrial chains,and consumers)interact with regional brands,thereby integrating the resources of various entities to form the co-construction behaviors and enhancing the value of regional brands.5)The empirical study shows that the direct factors that influence the collaborative construction are as follows(in descending order): the interaction between industrial chain and brand,the interaction between government and brand,and the interaction between consumer and brand.The indirect factors that influence the collaborative construction are as follows(in descending order): cluster regional resources and interest demands,cluster subjective cognition and co-construction intention.6)Brand stakeholders must implement benefit sharing,responsibility sharing,brand co-construction and win-win policy while seeking brand interests,which is an effective mechanism underlying the realization of the collaborative construction of regional brand competitiveness power.3.The effective pooling of resources may promote the collaborative construction of the regional brand competitiveness power of characteristicagricultural products.In alignment with empirical research results,this paper proposes strategies and suggestions to further enhance the regional brand competitiveness power in a comprehensive way.This paper includes the following innovations:1)Considering limitations of previous research on the regional brand competitiveness power of agricultural products that mainly focuses on the external market performance capabilities such as brand market share and profit margin(Li Jie et al.,2007;Chen Honggang,2020),this paper broke the bottleneck of previous studies and expanded research scope of the regional brand competitiveness power of characteristic agricultural products from the perspective of general competitiveness power,by integrating explicit and implicit brand competitiveness powers,and by combining static research with dynamic research.2)Considering the scarcity of research on the formation mechanism of regional brand competitiveness power of agricultural products,especially the lack of empirical and quantitative research(Li Jie et al.,2007;Chen Honggang,2020),this paper introduced the various influencing factors of implicit brand competitiveness power into the formation mechanism of brand competitiveness power,conducting empirical and quantitative analysis on the collaborative construction mechanism of brand competitiveness power from the perspective of grounded theory,and thus enriching the theoretical research on the formation mechanism of regional brand competitiveness power of characteristic agricultural products.3)Considering the lack of comprehensive and systematic analysis and research on the regional brand value of agricultural products(Li Jie et al.,2007;Chen Honggang,2020),this paper combined enterprise value with customer value based on theories such as brand value and value co-creation.Starting from the interaction between brand construction entities such as government,industrial chain(enterprises),and consumers and the brand per se,the paper conducted a profound empirical and quantitative research on the ways and means to promoting the regional brand value of agricultural products,thus contributing to applying brand value theory to the research on regional brand competitiveness power of characteristic agricultural products.