Research On The Key Dimensions Of Brand Value Creation Of Agricultural Clusters

It is an important way to realize the industrialization of agriculture,the urbanization of rural areas and the enhancement of agricultural competitiveness,which can promote the integration of industry and promote the development of local economy.At present,China has emerged a number of regional agricultural cluster brands,such as West Lake Longjing Tea,Heilongjiang Shouguang vegetables,cold black,Yunnan Pu'er,Ling'an pecan etc..However,in the process of development,the information asymmetry exists in the agricultural cluster brand,the cluster relationship is fragile,the contact between the participants is not close,and the lack of communication and cooperation.The introduction of value creation theory,through co creation and mutual exchanges,to promote the participation of agricultural cluster brand participants to create value.Based on the review of agricultural cluster brand and create value on the basis of the theory,put forward the connotation of agricultural cluster brand to create value,which is defined as: agricultural cluster brand enterprises,farmers,consumers,government and Industry Association to participate in the main,in all aspects of agricultural production,processing,transportation,marketing and service,mutual communication,establish the circulation system of agricultural products,together to resist risks,creating value.Through the introduction of value creating DART theory,this paper constructs a key dimension model of brand value creation of agricultural clusters,which mainly includes 4 key dimensions,namely dialogue,channel,risk reduction and transparency.To West Lake Longjing Tea cluster brand as the research object,from the four aspects of dialogue,channels,risk,transparency of agricultural cluster brand enterprises,farmers,consumers,government and Industry Association,a summary of specific methods,put forward the core concept of brand operators.West Lake Longjing Tea brand qualitative research based on the collection of West Lake Longjing Tea cluster brand enterprises,farmers and consumers to create value of each dimension of perceived data,using principal component analysis,verification of agricultural cluster brand value to create a key dimension.Based on West Lake Longjing Tea brand of qualitative and quantitative research,the qualitative analysis of the value of a specific method,from four aspects of dialogue,transparency channel,risk,put forward suggestions on the development of agricultural cluster brand,enhance brand value.