Research On The Regional Public Brand Power Promotion Of Wuchang Rice In Heilongjiang Province

With the increasingly fierce competition in the market of agricultural products, brand management has become the key to modern agricultural development, regional economic growth mode transformation, to obtain long-term competitive advantage. Wuchang rice under the brand in the public area of Wuchang rice industry homogeneous competition severe market environment to maintain a stable market share played a key role.Wuchang rice as a regional public brand, its brand-building is a matter of system engineering Multiple stakeholders, multiple subjects in order to create collective reputation to participate in brand management through interactive forms of cooperation, its unique public goods, the decision of the government, industry associations and Wuchang rice providers affect three important regional public body Wuchang rice brand management, these three types of behavior directly affects the body to enhance the public area Wuchang rice brand power. Based on this, analyze the theoretical and empirical aspects.On the theoretical level, clarify the concept of regional public brand and regional public brand power, based on the comparative advantage theory, core competence theory, asymmetric information theory, the theory of collective reputation and cooperative governance theory, with the integrated use of literature analysis, survey research and qualitative and quantitative analysis methods, proposed factors of agricultural products regional public brand power, build a regional public brand power evaluation model from the operating entities perspective.On the empirical level, Wuchang rice as the empirical study object, this paper use the analytic hierarchy process method and fuzzy comprehensive evaluation method to systematically analyze the degree of influence of each factor for Wuchang rice regional public brand power, the analysis results that brand support elements in the guidelines layer is the key factor of Wuchang rice regional public brand power, but brand basic elements as important elements is at a comparative disadvantage, need to be improved. From the index level, human capital and entrepreneurs in brand resource elements, the level of creating corporate brand in brand foundation elements, the trade association brand management in brand support elements, and the brand loyalty in brand development elements are the bottleneck restricted further promotion of Wuchang rice regional public brand power, and on this basis, put forward specific measures appropriate to enhance the brand power, that is, strengthening the regional public awareness of the brand development, play a powerful role in promoting entrepreneurs; to accelerate regional public brand organic integration, boost brand image promotion; Wuchang rice to accelerate Wuchang rice enterprises technological innovation and quality assurance system; the full implementation of Wuchang rice association functions, protecting Wuchang regional pubic brand, which provide useful insights to Wuchang rice regional public brand in Heilongjiang Province.