Research On The Construction Of Regional Public Brand Of Chishui Bamboo Industr

As the only "bamboo town" in southwest China,Chishui has made great efforts to develop the bamboo industry in recent years.At present,enterprises related to the core products such as bamboo pulp,bamboo board and bamboo shoots have begun to take shape.Chishui bamboo industry Park is constantly improving,and the industrial cluster is gradually expanding,which has become the leading industry in the development of local regional economy.However,in the process of industrial development,the market size,brand influence and market share of the bamboo industry in Chishui lag behind other major bamboo producing areas in China,such as Anji,Zhejiang and Jianou,Fujian,due to location factors,technical factors and weak awareness of brand construction.In December 2022,Chishui obtained the qualification as a pilot unit to cultivate "Bamboo Capital of China",a public area brand with forest and grass industry characteristics.Chishui is in urgent need of in-depth research and scientific establishment of regional public brand to promote the high-quality and sustainable development of bamboo industry.Based on regional brand theory,stakeholder theory,industrial cluster theory and other relevant theories,combined with field survey and interview,this paper analyzes the policy environment,industrial basis and brand status of the development of regional public brand in Chishuizhu,and builds the influential factor model of regional brand construction by integrating the existing research results of related types.Identify the factors affecting the construction of regional public brand of bamboo industry in Chishui city,including resource endowment,industrial culture,industrial cluster foundation,the cooperation effect between various subjects,the strength of government support,the improvement of regional public brand awareness and influence,and the improvement of the overall value of regional industry.Using structural equation model,the empirical test of the relationship between variables shows that resource endowment has a significant impact on the awareness and influence of regional public brands,industrial cluster foundation has a significant impact on the overall value of regional industry,and the cooperation effect between various subjects has a significant impact on the improvement of industrial cluster foundation.The strength of government support has a significant impact on the promotion of regional public brand awareness and influence and the overall value of regional industry.Based on the empirical analysis results,the formation path of regional public brand is analyzed.Combined with the theory of brand life cycle,it is believed that the regional public brand of Chishui city should adopt the multiple cooperative mode,so that each subject can play their respective functions in different periods.Finally,it is concluded that the construction of regional public brand of Chishuizhu City should optimize the talent structure.Improve the quality of existing employees,strengthen marketing,improve the brand supervision mechanism,strengthen the government support,enhance the influence of industrial culture,improve the organizational structure and other aspects to improve the brand competitiveness and influence.