Study On Advancing Competitiveness Of Regional Public Brand Of Tianjin Xiaozhan Rice

Tianjin Xiaozhan rice is well-known in the 1950 s.It has strong competitiveness at home and abroad.At one time,because of the reduction of water in Tianjin,the planting area of Xiaozhan rice was greatly reduced.At present,in the era of consumption upgrading,Tianjin Municipal Committee and Municipal Government regards the revitalization of Xiaozhan rice brand as an important grasp to deepen the structural reform of agricultural supply side and implement the strategy of rural revitalization.How to enhance the brand competitiveness of Tianjin Xiaozhan rice has become an important issue of Tianjin Xiaozhan rice revitalization strategy.Firstly,this paper summarizes the research on regional public brand of agricultural products at home and abroad,points out the related concepts,and elaborates the theoretical basis of the research,including comparative advantage theory,origin effect theory,public goods theory,brand core competitiveness theory,etc.Secondly,taking Yueguang rice in Nanyuzhao City,Xinxi County,Japan as an example,this paper analyzed the current situation of regional public goods brand construction in foreign countries.Through questionnaires and field investigations of the government,associations and 11 authorized enterprises of Tianjin Xiaozhan rice certification trademarks,it analyzed the current situation and existing problems of regional public brand of Tianjin Xiaozhan rice in development process,and then,based on the previous research results,according to Tianjin.The development characteristics of regional public brand of Tianjin Xiaozhan rice are analyzed.The specific factors are found out from five static factors: government factor,enterprise factor,Association factor,consumer factor and product factor.A total of 20 specific factors are used to construct the model.By using analytic hierarchy process and fuzzy comprehensive evaluation method,it is concluded that the competitiveness of regional publicbrand of Tianjin Xiaozhan riceis at a general level and the quality of Xiaozhan rice is good.Quality,price and brand reputation are the key factors and important factors affecting the competitiveness of regional public brands in Tianjin Xiaozhan rice.The management level of the association has the least impact on the competitiveness of regional publicbrand of Tianjin Xiaozhan rice.In view of the above analysis results,the countermeasures and suggestions to enhance the competitiveness of regional publicbrand of Tianjin Xiaozhan rice are put forward as follows: Consolidate the foundation of brand building,improve the quality of small station rice;establish and improve the management and service functions of Tianjin Xiaozhida Rice Brand Association;improve the reputation of Tianjin small station rice regional public brands;give full play to the government's guiding role in brand building;The price strategy will enhance the brand premium ability of Tianjin Xiaozhan Rice;promote the sales mode of “e-commerce + brand” and increase the influence of the small station rice market.