Study On Influencing Factors Of Willingness To Pay For Public Brands In Aquatic Products

In 2017,the Central Committee of the Communist Party of China and the State Council issued the "Several Opinions on Deepening the Structural Reform of the Agricultural Supply Side and Accelerating the Cultivation of New Dynamics of Agricultural and Rural Development",clearly proposing to promote the construction of regional agricultural product public brands,and supporting local enterprises based on advantageous enterprises and industry associations.Regional specialty brands.In2019,it was proposed to create a distinctive agricultural product brand with distinctive regional characteristics and “small and beautiful”.China is moving forward towards a new era of quality development and brand development.Large yellow croaker is known as the “national fish”.In Zhejiang,Fujian and other places,large yellow croaker fishing has a long history and a large industrial scale.Ningde is the “hometown of Chinese big yellow croaker”,and it is the largest large yellow croaker commercial fish production,seed breeding base and export base in China.However,the current development of the large yellow croaker industry is fierce.During the development process,there are many problems such as low added value of large yellow croaker products,uneven quality,and lack of corresponding reputation and reputation of large yellow croaker.As a kind of personalized identification mark and system design,the aquatic product regional brand appears in the form of “region name + category name”.By linking the brand image of aquatic products with the origin,the signal and recognition effect are used to convey the water to the public.The unique and high-quality signal of the product enhances consumers' perception of the quality of aquatic products and wins the trust of consumers.With the increasingly fierce market competition for large yellow croaker products,in order to compete for a place in the fierce competition,regional branding of large yellow croaker products is crucial.As a famous regional public brand in Ningde,“Ningde big yellow croaker” has problems such as insufficient supervision of regional public brands,abuse of brand abuse,erosion of public brand assets,brand awareness,reputation and loyalty to beimproved,and lack of brand cultural connotation..As the main consumer of regional brand big yellow croaker,consumers have a distrustful attitude towards the regional public big yellow croaker brand.Consumers have a negative impression on their brand image,which greatly reduces consumers' loyalty to regional public brands and thus affects consumers.The willingness to pay is not conducive to the sustainable and healthy development of the regional large yellow croaker industry.Based on this background,the authors used the methods of literature research,questionnaire survey,and empirical analysis to survey the consumers of Xiamen,Ningde,and Fuzhou in Fujian,focusing on the large yellow croaker brand and using consumers as a research perspective.Descriptive statistical analysis of consumer characteristics,purchasing behavior,and perception of origin,and exploring consumer preferences for large yellow croaker brands.On this basis,Ningde large yellow croaker was used as an example to establish an ordered logistic regression model to study the willingness and influencing factors of public brands in large yellow croaker area,and the mechanism of these factors on consumer purchasing behavior,and the development of regional brand large yellow croaker market in China.The corresponding countermeasures and suggestions are put forward,and it is expected to play a positive role in promoting the development of public brands in the large yellow croaker area.This article is divided into six parts:The first chapter is the introduction.It mainly introduces the background,research purpose and significance,research content,research methods,research innovations and deficiencies of this paper.The second chapter is the literature review section.This chapter first reviews the research results of domestic and foreign scholars on the relationship between brands,regional brands,regional brands of aquatic products,regional brands and consumers' willingness to purchase;then a brief review of the literature.The third chapter is the general part of the development of public brands in the large yellow croaker area.Firstly,a brief overview of the geographical distribution,production and consumption of large yellow croaker is presented.Secondly,the current status of the large yellow croaker enterprise brand and the public brand of large yellow croaker in China is summarized.Finally,the Ningde large yellow crocodile public brand is taken as an example to briefly describe the current situation.The development status of public brands in Ningde large yellow croaker area,and the problems existing in the development and provide a background for the follow-upinvestigation.The fourth chapter is the theoretical model and research design part.Firstly,the theoretical model is selected based on the reference of domestic and foreign research.Secondly,the model framework of the willingness to pay for the common brand of large yellow croaker in the consumer area is constructed.Finally,the survey area and the survey object are selected for scale development and subject questionnaire design.The fifth chapter is the empirical research part.Firstly,the descriptive statistical analysis was carried out on the sample data obtained from Fuzhou,Xiamen and Ningde,Fujian.Secondly,the consumer's big yellow croaker brand preference factors were empirically analyzed,and finally the factor analysis was carried out.Based on the factor analysis,three provinces in Fujian Province were analyzed.The consumer's Ningde large yellow croaker regional public brand willingness to pay an orderly logistic regression to explore the factors affecting the willingness of public brands in Ningde large yellow croaker area.The sixth chapter is the conclusion and recommendations section.Based on the results of descriptive analysis and consumer empirical analysis of the characteristics of large yellow croaker brand preferences,it proposes to develop a multi-marketing strategy,maintain existing customer base,tap potential customers,popularize product certification and trademark knowledge,strengthen the construction of large yellow croaker brand,and establish sound water.Product quality and safety traceability system and aquatic product certification system and other countermeasures.In the empirical study on the factors affecting the willingness to pay for public brands in the Ningde large yellow croaker area,the government proposes to be a good guide,supporter,and manager,encourage leading enterprises to play a role in tree brands and strong brands,and build a public brand of Ningde large yellow croaker.The overall image,suggestions for improving consumer loyalty and enhancing core competitiveness.