Research On The Interaction Effect Between Regional Brands Of Agricultural Products And Corporate Brands

With the introduction of relevant documents of the central and local governments,regional brands of agricultural products have flourished in recent years.The construction and development of regional branding of agricultural products has become an important topic of great concern to experts and scholars.Creating a regional brand of agricultural products has become one of the important ways to promote the development of regional characteristic industries and enhance the regional economy.However,due to the non-exclusive and non-competitive nature of agricultural product regional brands,there are still many problems in the process of regional brand creation,cultivation and development:the quality of brand products is different,the development of standardization and technical production is insufficient,and the brand marketing promotion channels are narrow.Single;brand awareness is weak,local government and brand industry associations are not adequately regulated;brand development service system is not well developed.These problems exist in the regional brand ecosystem of agricultural products,and are closely related to the insufficient and unsound interaction between regional brands and corporate brands,and need to be researched and solvedBased on regional branding theory,regional brand umbrella theory and brand ecosystem theory,this paper constructs a theoretical analysis framework of interaction effects between positive and negative impacts,and believes that the positive impact of regional brands on corporate brands includes the carrying effect.Agglomeration radiation effect,industry-driven effect and enterprise synergy,negative impacts include market development inhibition effect and negative information spillover effect.The positive impacts of agricultural product brand on regional brands include construction support,industry support,maintenance development and reputation enhancement.The negative impacts include the "tragedy of the commons",the"lemon market" effect and the "herd effect".Using multiple regression models and taking tea regional brands as an example,empirically analyzing the impact of regional brands of agricultural products on corporate brands.The influence of regional brand of agricultural products on corporate brand development is as follows:industry-driven,piggybacking,agglomeration,negative information spillover,corporate collaboration,market develop inhibition.Using the empirical analysis of case studies to study the influence of agricultural product brand on regional brands,specifically select the "Anhua Black Tea" regional brand and its corporate brand under the regional brand as the research object,and add the "Brand Link"effect in combination with the reality.In the negative impact of the brand of agricultural products on regional brands,the theoretical analysis framework of the influence of agricultural product brands on regional brands has been improved.Finally,the countermeasures for enhancing the interaction effect between regional brand and corporate brand of agricultural products are proposed:optimizing the regional characteristic industrial structure and improving the regional marketing network system;giving play to the leading role of leading enterprises to promote the formation of innovative development networks;increasing local government support and vigorously introducing professional training Talents;promote the quality control of brand products and create a good brand management environment.