Study On The Influential Factors Of Brand Competitiveness Of Geographical Indications Of Agricultural Products In Jiangxi Province

In recent years,in the context of deep opening to the outside world,the overall surplus of agricultural products today,because of its geographical indication products carry a long-term cultural and historical heritage,creating a unique product reputation.Geographical indications products refer to a product that comes from a region,and the product quality,characteristics and reputation mainly depend on the region's physical and geographical environment,human factors.Most of geographical indications products are unique local characteristics of high-quality products,with high reputation,high quality,high brand value,high market potential and so on,because of their deep cultural heritage and a long history of precipitation,favored by consumers,they become the priority of China's agricultural development.However,there are some bad phenomena in the Agricultural Products Geographical Indications in Jiangxi Province,for instance,the management responsibilities are not clear,the agricultural leading enterprises are not strong,the fake and shoddy goods are flooding,the change of the concept of consumers is slow and other issues,which make Jiangxi agricultural geographical indications brand competitiveness still not famous.Therefore,it is very important to analyze the factors which influence the brand competitiveness of the geographical indications of agricultural products,explore the relationship between the factors and the comprehensive on the brand competitiveness,and then put forward the corresponding countermeasures.Based on the above background,combined with the existing literature,this paper first introduces the concepts of geographical indications,brand competitiveness and geographical indications brand,and then analyzes the present situation and the advantages and disadvantages of the development of Agricultural Products Geographical Indications in Jiangxi Province.Based on the existing research results,this paper analyzes the factors which affect the brand competitiveness of the geographical indications agricultural products,and puts forward the corresponding theoretical model assumptions based on the consumer perspective,so as to provide the theoretical framework for the follow-up empirical research.At the same time,based on the structural equation principle,the corresponding empirical research model is constructed,and the model of Gannan navel orange brand survry is applied to test the model.The quantitative hypothesis is used to test the hypothesis of influencing factors for agricultural products brand competitiveness proposed by theoretical analysis.Based on the empirical analysis,it is found that in the relationship between the internal structure dimension of the agricultural products brand competitiveness,brand awareness has a significant positive effect on quality perception,brand association and loyalty;quality perception has a significant positive effect on brand association and loyalty;brand association degree has a significant positive effect on brand loyalty.Among the factors influencing the competitiveness of geographical indications agricultural products,regional natural environment factors and cultural factors have a positive impact on brand competitiveness.In the system of coordination factors,the comprehensive effect of management system on brand cognition is not significant,the management system has a significant positive effect on quality perception,brand association and loyalty,organizational coordination has a significant positive effect on brand cognition,quality perception,brand association and brand loyalty,marketing factors have a significant effect on brand competitiveness.In particular,advertising spending on the brand competitiveness has a significant positive effect,product promotion has a significant negative impact on brand competitivenessFinally,according to the empirical research conclusions of this paper,aiming at the present situation of the development of agricultural products geographical indications in Jiangxi Province,the paper puts forward the countermeasures to enhance the brand competitiveness of Jiangxi province's geographical indications agricultural products.For instance,we should improve the quality supervision of geographical indications agricultural products,the Agricultural Products Geographical Indications brand communication;actively explore the regional characteristics of resource advantages;make the most of the functions of the government,industry associations;establish the brand culture of geographical indications agricultural products;optimize the agricultural products geographical indications marketing.