| At present, agricultural development model has changed. Taking the place of traditional agriculture, modern agriculture has become the mainstream of agricultural development in new era. The brand of agricultural products has gradually attracted the attention of the society. Constructing regional brand of agricultural products is a good way to enhance the brand influence of Chinese agricultural products, to improve the popularity of regional agricultural products and to guarantee the successful transmission and spread of the quality information of agricultural products. In the public brand evaluation of regional agricultural products, 518 brands are evaluated as valid. Among them, Cold Zone Black Glebe achieves the highest brand value of 12.076 billion RMB. Yantai Apple, which ranks the third place among the brands, is also a typical case of constructing a regional brand of agricultural product. However, similar to the construction of other regional brand of agricultural product, Yantai Apple has also faced with various developmental difficulties.In view of their commonness in theoretical and practical levels, it is of significant research value. As a result, in this paper, three factors are selected to analyze the construction of Yantai Apple, including governmental support, brand operation & management and concentration of agricultural industries. Through the researching method of combining theories and practices, this paper analyzes the relations between these three factors and the construction of the regional brand Yantai Apple and explores the difficulties faced by the scale production of Yantai apple industry and its brand construction and the countermeasures. The research results are of great referential significance for government in making policies on the construction of agricultural brands.Based on the brief introduction of management theories and economic theories on the features, factors, industrial concentration of regional brand of agricultural products, this paper analyzes the current situation and the difficulties of the regional brand of Yantai Apple. A model of the relations between the construction of the regional brand Yantai Apple and the governmental support, brand operation & management and agricultural industry concentration is tentatively constructed. 278 samples of the regional brand of Yantai Apple are collected and analyzed experimentally through statistical software such as AMOS21.0 and SPSS20.0. Constructive suggestions on the development of the regional brand of Yantai Apple are provided.The research results of this paper are as following. Firstly, the concentration of agricultural industries and the management advantages of the brand operation play a positive role in the construction of regional brand of Yantai Apple. Secondly, the positive effect of the concentration of agricultural industries on the development of regional brand of Yantai Apple is realized through its effect on the management advantage of brand operation. Thirdly, the development of the regional brand of Yantai Apple is strongly supported by the government. The concentration advantage of agricultural industries plays a positive adjusting role. Fourthly, government is the administrative leader of a region rather than the main body of the brand construction. In making and implementing policies on the management of regional brand, market developmental rules should be followed.Fifthly, the development of the regional brand of Yantai Apple is the result of the support from government, the comprehensive application of the advantages in the brand operation and management as well as the strengthening of the concentration of the agricultural industries. Suitable policies on developing the regional brand of agricultural products and the corresponding management mechanism should be made according to the local conditions. |
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