Research On Regional Brand Development Of Shulan Rice In Jilin Province

Document No.1 of 2019 proposes to vigorously develop characteristic industries and develop characteristic agriculture according to local conditions.In recent years,Shulan City has made great efforts to build the Shulan rice regional brand,and has achieved fruitful results.The development of Shulan rice brand area has become the main way to promote the economic development of Shulan City.Starting from the previous literature,this paper introduces the theory of agricultural industrialization and the theory of agricultural industrial clusters and the theory of agricultural product brand competitiveness,which lays a sufficient theoretical foundation for the analysis below.In-depth analysis of the status quo of the brand development of rice in Shulan City,and made great progress in the development of Shulan rice to hospital brand.At the same time,the brand development of Shulan rice also has a series of problems such as insufficient brand awareness,the need to improve the construction of professional talents,and insufficient scientific and technological content.Combining the research of predecessors and the actual development of brand in Shulan rice area,using SPSS21 software,the factors affecting the brand development of Shulan rice were studied in depth from four aspects: resource factors,industrial factors,cooperative factors and government support factors.In the field research,the questionnaire was distributed to obtain first-hand data.Factor analysis method was used to extract the five common factors of resource factor,industrial factor,production base factor,cooperative factor and government support factor from the many influence factors of Shulan rice regional brand development..Based on the reputation of Shulan rice regional brand,a multivariate linear regression empirical model was constructed,and five common factors were found to have a positive and significant impact on the brand development of Shuda.Main conclusions:(1)Resource factors have a positive and significant impact on the brand development of Shulan rice.That is,the greater the resource advantage of Shulan City,the higher the reputation of Shulan City Rice Regional Brand.(2)Industrial factors have a positive and significant impact on the brand development of Shulan rice.That is,the greater the industrial advantage of Shulan City,the higher the reputation of the brand of rice in Shulan City.(3)The factors of production base have a positive and significant impact on the brand development of Shulan rice area.That is,the more advantages of Shulan City's production base,the higher the reputation of the brand of rice in Shulan City.(4)The cooperative factors have a positive and significant impact on the brand development of Shulan rice.The advantage of the cooperatives of Shulan rice regional brands is more obvious,and the reputation of the brand of rice in Shulan City is higher.(5)The government support factors have a positive and significant impact on the brand development of Shulan rice.That is,when the Shulan City Government supports the brand of Shulan Rice,the higher the reputation of Shulan Rice Regional Brand.In the end,the influencing factors of the brand development of Shulan rice region summed up the achievements of Shulan rice regional brand experience: give full play to resource advantages,cultivate industrial advantages,strengthen production base construction,use cooperatives to promote brand development,and increase government support.Provide some reference for the development of China's agricultural product brand.