Research On Influencing Factors Of Tea Regional Brand Integration Performance In Jiangxi Province

The report of the 19 th CPC national congress put forward the strategy of rural revitalization and incorporated this new development concept into the party constitution,which greatly enhanced the attention to the issues of "agriculture,rural areas and farmers"and China formally entered a new era of agricultural development.Developing and strengthening regional public brands of agricultural products is the development trend of the new era of agriculture,the only way of agricultural transformation,and the best assistant to improve the competitiveness of agricultural products in China.Jiangxi province has many high quality tea varieties and rich tea brand resources,but compared with Fujian,Yunnan and other provinces of the well-known brand slightly inferior,whether in terms of competitiveness or visibility,there is a big gap in the fierce tea market competition failed to shine,there is still a large room for improvement.In order to effectively solve the problems existing in the development of Jiangxi province tea brand,improve the tea brand awareness in Jiangxi province,Jiangxi province,in 2015 began to promote the tea area public brand integration,focus on supporting the "four green and one red”(four green:“GouGuNao”,Lushan YunWu tea,WuYuan green tea,the float saddle;Yihong: Ning black tea)5 brands,aiming to make Jiangxi province tea regional public brand bigger and stronger,to create a national and even the world's famous tea brand.Taking the public brand of tea in Jiangxi province as an example,this paper makes an empirical analysis on the influencing factors of public brand of tea in Jiangxi province by using structural equation based on the related concepts and theories of regional public brand integration and brand integration performance of agricultural products.Get the following conclusions: first,the tea regional public brand development in Jiangxi province is good,after the implementation of regional public brand integration "four green and one red" five brands in the brand competitiveness,brand market power,brand development,brand shaping forces,brand support and other aspects have a big progress,but there is still a low brand awareness,policy,the lack of pertinence,market management chaos,small industry scale,lack of leading enterprises,backward tea industry related technical problems.Second,policy support,the enterprise internal management,brand regulation,marketing promotion,five factors on the level of agricultural industry in Jiangxi province tea area public brand integration performance in different direction and size of action,including policy support is based on the enterprise internal management factors of indirect positive effect to promote the integration of brand performance,the enterprise internal management,brand administration,marketing promotion,agricultural industry level four factors are directly impact on the tea area public brand integration performance.From low to high,the five influencing factors are policy support,enterprise internal management,brand supervision,marketing promotion and agricultural industry level.Third,increase public brand integration performance of Jiangxi tea area,must intensify policy support,clear quality potential integration objectives,mining,developing leading enterprises,strengthen supervision,improve the quality of the product,increasing promotion,innovation marketing channels,the development of industrial cluster,and enhance the level of the agricultural industry.