The Research On The Dynamic Mechanism And Realization Path Of Regional Brand Evolution Of Agricultural Products

The regional brand of agricultural products plays an important role in the transformation from traditional agriculture to modern agriculture,solving the problems of agriculture,rural areas and farmers,and enhancing the competitiveness of agriculture.No matter from the international or domestic point of view,the regional brand of agricultural products is an important part of promoting the development of agricultural industry and economic development.Specifically,many advanced countries in the world have invested a lot of human,material and financial resources in the construction of regional brands of agricultural products;domestically,our government has deployed the brand construction of agricultural products very early and gradually increased investment in regional brands of agricultural products.Therefore,the research on the dynamic mechanism and realization path of regional brand evolution of agricultural products can not only enrich the research of regional brands of agricultural products from a theoretical point of view,but also provide practical guidance for the construction of regional brands of agricultural products from a practical point of view.This study studies the regional brands of agricultural products on the basis of industrial cluster theory,life cycle theory,regional brand theory and competitive advantage theory.On the basis of combing and expounding these theories,through rooted theoretical methods,this paper summarizes the main driving factors that promote the evolution of regional brands of agricultural products,and determines the main dynamic factors combined with the theory of competitive advantage.This paper explores the dynamic mechanism model of regional brand evolution of agricultural products,and uses SPSS25.0 and AMOS23.0 statistical software to test the 300 sample data of Yongxing Bingtang Orange,and then puts forward the path to realize the regional brand of agricultural products in China.The contents and conclusions of this study are as follows:first,the rooted theory method is used to encode and analyze the original data,and combined with the diamond model to determine the dynamic factors of agricultural product regional brand evolution.it mainly includes resource endowment,technical level,development level of industrial clusters,intermediary organizations,enterprises,government behavior and so on,and constructs the dynamic mechanism model.Second,the structural equation model is used to verify the above model,and an empirical analysis is made on the questionnaire data of Yongxing Bingtang Orange.It is concluded that resource endowment,technical level,development level of industrial clusters,intermediary organizations,enterprises and government behavior are the main driving factors affecting the regional brand evolution of agricultural products,and their path coefficients are 0.162,0.15,0.166,0.148,0.152 and 0.157 respectively.And significant at 95%significant level,indicating that these six dynamic factors play a positive role in the evolution of regional brands of agricultural products.In addition,the path coefficients of government behavior indirectly promoting regional brands by affecting the market environment are 0.543 and 0.21 respectively,and both of them are significant at 95%significant level,indicating that the market environment plays an intermediary role in promoting the evolution of regional brands of agricultural products.The above results also show that government behavior not only plays a direct role in promoting the evolution of regional brands of agricultural products.It also includes the indirect promotion through the market environment.Third,it puts forward the dynamic mechanism of regional brand evolution of agricultural products,which mainly includes support mechanism,competition and cooperation mechanism,interest mechanism and supervision mechanism.These four mechanisms work together on agricultural regional brands and promote the evolution of regional brands of agricultural products.Fourth,it puts forward the realization path of regional brand of agricultural products from six angles:resource endowment,technical level,industrial cluster,related enterprises,intermediary organizations and government.