Recognition Of Regional Brand Image Effect Influence Factors

Regional brand is the product of the industrial cluster developed in the advanced stage, further deepening the role of the brand effect, improve the industry cluster agglomeration. At present, the domestic and foreign scholars study about regional brand is essentially focused on formation mechanism of regional brands and influence factor of regional brand image formation, but the studies of the effect of regional brand effect factors are blank. In view of this, the study is based on the theory of country of origin effect, using the method of literature review and depth interview to extracting the influence factors which are suitable for the regional brand effect, combined with the specific attribute of the regional brand, to do the exploratory study about the influence factors of the effect of different regional brand. The whole process of interviews was conducted two times group interviews which ar 6 persons and 8persons and 12 times one-to-one in-depth interviews. After analyze the interview data sorting conclude six kinds of influence factors of the effect of regional brand, include the product factors, consumer factors, factors of origin, and consumption place. At the same time, the author discovered the two factors in the process of interview cannot be ignored, which are the company's brand and price factors.The research results show that different types of industrial cluster, the main factors affecting the regional brand effects are different, for milk industry, the quality of milk products and well-known brand in the area are main influence factors of Hohhot milk industry cluster regional brand; For industrial cluster of Changbaishan mountain ginseng, quality guarantee, consumer familiarity, consumer habits and well-known brand in the area for its brand effect into play vital role; Product attributes, Jingdezhen of regional image and the price of Jingdezhen porcelain common influence the Jingdezhen industrial clusters develop its regional brand effect; household appliance industry of Qingdao area have great influence on the brand effect of factors including, consumer involvement, brand well-known brands(area) and product prices. This study not only filled the gap theory in the study of regional brand, also for the areas of industrial cluster brand image how to better play its brand effect provides a certain reference and reference.