The Research On Regional Brand Image Of Yanbian Cattle Effect On The Purchase Intention

With in-depth economic globalization, the competition between each country, each area, and each kind of product is getting fierce. Seizing the consumer’s demand becomes a prior task. Moreover, the concept of brand has been come into all aspects of life. At the same time, the origin of product and the image of origin have the same influence as the brand, which also can be referred to as regional brand. As for the perception of consumers, the origin of the product and the image play an important role the diversity function as "ID" and "packaging. Our country is a large country with the wide land and the high population. Therefore, the politics, economy, culture and living habits of each region are different. There are various perceptions that the consumers hold of the different origin of product. Consumers connect the quality and safety to the image of origin increasingly, especially in the food industry which has the closely connection. For a long time, Yanbian cattle, which are the breed of high-class beef cattle, always be favored by consumers who love beef and live in the Yanbian area. "With the development and the promotion of the strategy of Yanbian cattle industry and the "Chang-Ji-Tu" national developing strategy, Yanbian starts from building the base of cattle industry and the deep processing of cattle. And Yanbian makes contribution to build up a cattle industrialization mode. After finishing the application and being approved as geographical indication brand, Yanbian cattle comes into a new stage, which aims to satisfy the requirement transfer from consumers who requires the agricultural product from full up to eat well, and to green, and even to the personalized diet. Furthermore, Yanbian cattle make development to branding, scale, and clustering; and it has been formed a brand which has high competitiveness.Draw lessons from the research results of scholars at home and abroad. In this paper, we are going to study and to verify the regional brand image impacts on the consumers’purchase intention, through the empirical analysis of research methods, scientific identification of regional brand image, brand attitude and purchase intention of the three relations, enrich the regional brand image, brand attitude and purchase intention of research theory system, for the enterprise, the government, regional brand construction Suggestions, optimization of Yanbian cattle regional brand image, increase the Yanbian cattle sales, enhance the brand competitiveness, promote the economic development of the industry and region, at the same time expand and rich regional brand image and purchase intention of impact study.