Study On The Effect Of Regional Brand Of Agricultural Products In Fujian Province

As international competition increases,agricultural brand value has become a core competitive advantage in agriculture sphere.After the 19th National Party Congress,China has opened up a new era of rural revitalization and has promoted agricultural and rural development on all fronts.The establishment and development of regional brands of agricultural products is not only a requirement of the new era,but also an important booster for enhancing the competitiveness of China's agricultural products.Fujian is a big but not a powerful province of regional brands for agricultural specialties.In recent years,Fujian has vigorously fostered the development of local regional brands.As a result,the number,the value,industry driving ability and the popularity of the regional brands have increased.However,there are still problems such as weak value-creating ability,cluttered brands,lack of awareness of brand development and single brand type.These problems need to be jointly resolved by governments,enterprises,social organizations,and farmers in order to exert brand effect and inject new vitality into the regional brand of agricultural products in Fujian Province.Based on the above background,this paper takes the tea brand of Anxi Tieguanyin and uses factor analysis method to examine the effect of regional brand of Fujian agricultural products from three aspects,i.e.industrial agglomeration effect,value sharing effect and brand driving effect.Further,correlation analysis method is also used to analyze the factors affecting the brand effect of Anxi Tieguanyin.Finally,we get the following findings.First,regional brand of Fujian agricultural products have gained some achievements such as the increasing of brand number and brand popularity,while there are also some problems like weak brand development awareness and brand confusion,etc.Second,Fujian regional brands of agricultural products should exert industrial agglomeration,value-sharing,and brand-driven effects.Third,the main factors affecting the brand effect of Anxi Tieguanyin include agricultural industrialization level,brand promotion and communication,social organization and service as well as regional resources and environmental factors.Fourth,agricultural products' regional brand effect must be promoted from the following aspects,i.e.improving the level of agricultural industrialization,strengthening brand publicity,playing the role of government and society,enforcing brand integration,and protecting regional environment.