The Influencing Factors Of Region Brand Building In Jianou Castanea Henryi Based On Consumer Perception

Jianou,the town of Chinese cone chestnut,has a planting area of 420,000 mu,among which 300,000 mu is rich,with an annual output of 41,600 tons and an output value of 630 million yuan.Jianou cone chestnut plant in mountain with high altitude,no environmental pollution,a green food.It has the characteristics of sweet taste,sweet but not greasy,rich nutrition,stomach and kidney tonifying,etc.It has high economic value and medicinal value.With the challenge of the new normal,"Jian ’ou cone chestnut" regional brands still have problems in their own development and construction,such as insufficient investment in brand marketing,single product categories,and backward deep finishing process.With structing Jian’ou agriculture resources advantage,combining on January 23,2019 the ministry of commerce and other 10 departments issued by“the multi-channel widen the channel of the poor region agricultural marketing implementation plan”,actively building " Jian’ou cone chestnut " regional brand of agricultural products,to achieve " Jian ’ou cone chestnut " brand promotion,brand advantage into full play,to speed up the Jian’ou mention mass transfer efficiency of modern agricultural development.This study based on the theory of customer perceived value and theory of regional brand of agricultural products,through the analysis of the theory of consolidation,using survey methods such as questionnaire,interview method,using SPSS18.0 statistical software to test the reliability and validity of the questionnaire,combined with factor analysis,correlation analysis and regression analysis method to carry out the " Jian ’ou cone chestnut " regional brand influence factors of research.Finally it is concluded that consumers perceived emotional value,image value,functional value and social value of " Jian ’ou cone chestnut " play a positive role in promoting regional brand construction,especially the consumer perceived emotional value,established in consumers to " Jian ’ou cone chestnut " regional brand loyalty and reputation play a key role in such aspects,and puts forward some corresponding " Jian ’ou cone chestnut " development ideas and countermeasures of the construction of the regional brand.