Research On Regional Brand Building Based On Jilin Rice

Today,with the rapid development of social economy,brand competition has become the competition of enterprises in the comprehensive strength of society.The economic benefits brought by commodity branding have stabilized the position of enterprises in the market.Brand agriculture is the key to the development of modern agriculture.In order to occupy a leading position in the development of agricultural industry,first of all,we should improve the competitiveness of enterprises and products and expand their popularity.Therefore,the brand development of agricultural products is the only way.As a necessity in people’s daily life,rice has large output,many varieties,huge annual trading volume and numerous brands.Jilin Province is located in the world’s golden rice belt and has unique natural environmental conditions.It is relatively superior in quality and taste.However,compared with the domestic rice market,its competitiveness is far less than that of other well-known domestic brands,and its popularity and influence are difficult to be compared.Therefore,in the rice market with such serious homogenization competition,how to improve the brand value and have a place in the medium and high-end market is a problem that must be solved in the development process of Jilin rice brand.From the perspective of consumers,this paper understands the current consumers’ cognition of Jilin rice,through the binary logistic regression modelanalyzes the factors affecting consumers’ purchase behavior,and puts forward the idea of brand construction.The main research contents of this paper include: analyzing the development status of rice industry in Jilin;Summarize the current situation of Jilin rice brand construction;Analyze the factors affecting consumers’ purchase of Jilin rice,and find out the problems existing in the brand construction of Jilin rice,that is,insufficient brand culture construction,relatively weak brand awareness,and brand publicity need to be improved.Corresponding suggestions are given for these problems.