The Impact Of Cultural Identity On Regional Brand Equity Under The Interference Of Regional Image

After grasping the domestic and international situation and the law of culturaldevelopment, the CPC central committee makes a decision that speeding updevelopment of cultural industry is a major strategic deployment. In the process ofcultural industry development, the different regions of China take measures todevelop the local cultural products and build a leading role of cultural industry,through this way to drive the regional economy, culture and social development. Atthe same time, many places have formed with agglomeration effect brand of culturalindustry, and the product development of non-material cultural heritage is veryrepresentative. Regional economic development will gain comparative advantagefrom the endowment of regional cultural heritage, because cultural heritage hasregional characteristics. In the meantime, regional competitiveness is improvedeffectively. At the same time we found that how to use of the unique culturalresources which have been part of the crowd and the cultural identity which is widelyaccepted by the consumer and the social public are not getting enough attention.Furthermore, getting regional core competitiveness through differential marketing isalso not getting enough attention.New Year pictures of Tianjin Yangliuqing and Henan Zhuxianzhen are selectedas the object of study, and the research method is questionnaire survey. Through theregression analysis and variance analysis the influence of the cultural identity onregional brand equity is proved well. At the same time, this paper also found the localimage plays a moderating role in the relationship between cultural identity andregional brand equity. Good place image will enhance this effect, also is enhances theformation of regional brand equity. By contrast, relatively poor image will decreasethe formation of regional brand equity.Prior to this research, most regional brand and the brand equity research in theperspective of its forming mechanism of industrial cluster and regional economiceffect. But study on examining regional brand equity formation and the influence ofcultural identity on the regional brand equity is deficient within the scope of theexisting research. This is an innovative point in this paper. Domestic scholars mostlyuse the traditional qualitative research methods to study the cultural identity andregional brand equity. In this paper, qualitative research and quantitative researchmethods are combined for the first time. This is an innovation of research methods. This study has good practical value. Finding the inherent law of cultural identityand regional brand equity can provide decision-making basis for marketing activitiesof the local government and cluster enterprise. Through the research conclusion ofthis paper we can also explore marketing strategy of the local government and clusterenterprise in a specific regional environment.