Study On The Influencing Factors Of Consumers’ Regional Aquatic Product Brand Choice

The accelerated progress of modern information technologies led to economic change,and the formation of the worldwide market.Under the background of market globalization,the competition among componies is becoming fiercer,and the personalized needs of consumers are gradually met,and the demands are getting higher and higher.The brand will be more intense,quality is the basic criterions of the market.In brand competition,consumers are always the most important.Consumers have more rights in both business methods and product innovation.Only by winning consumers’ trust and recognition and being selected by consumers among many brands can a brand seek better development in the market.Therefore,enterprises should devote their mind to the needs of consumers and improve the brand competitiveness by meeting the needs of consumers.The first document of the central government in 2018 stated that we should pay attention to building agricultural products brands through the entire industrial chain to promote the quality of agricultural products and industrial upgrading.By 2020,the Ministry of Agriculture and the Rural Cooperative Organization have offered to help structure agriculture and promote the characters and upgrading of agricultural products.Regional brands of aquatic products appear in the form of "regional name + category name",which accord with the progress of supporting and upgrading reform in the consumption sector.Its strong radiation effect can promote the progress of industry.Regional brands of aquatic products use signal recognition effect to deliver high-quality aquatic product information to consumers.Turbot is one of the Marine fish products with relatively high market recognition and acceptance among Chinese flounder products.The development of turbot business makes the market contest more and more fierce.If turbot products want to stand out in the industry market,the construction of regional brand is particularly important.Liaoning Xingcheng is China’s largest turbot commodity fish production and marketing base.As one of the top ten regional brands of aquatic products in China,Xingcheng Duobao Fish has a relatively mature traceability system.It has achieved one yard for one fish and is the first person in fish insurance in China.The brand building has shown initial results.However,the current turbot industry competition is fierce,there are many problems such as regional brand abuse,low brand market penetration,insufficient product publicity and so on in the brand process.Based on such background,this article from the Angle of consumers,around xing-cheng turbot regional brand,the consumers’ personal factors and product knowledge,brand association and other variables of social ecological model,based on the use of ordered logistic model and SEM to carry on the positive research,based on the research results,this paper takes over the effect of these factors on regional aquatic product brands,that is,the regional aquatic product brands chosen by consumers and their behavior paths,and puts forward corresponding measures and suggestions.This paper is separated into four sections:The first part is the introduction.It mainly contains the basis,research methods,innovation points and so on.The second part is literature review and the development of turbot.Firstly,this part sorts out the literature related to regional brand of agricultural products,consumers’ behavior of choosing agricultural products brand and the main models of consumer brand choice.Secondly,it expounds the development of turbot industry and the actuality of the process of Xingcheng turbot,and summes up the problems existing in the process of Xingcheng turbot.The third part is the research design and empirical analysis.In this part,based on the existing theories,the model framework of regional brand selection influencing consumers of turbot fish is constructed,and the research is designed,and the assumptions is presented.First analyzes the sample features of the data obtained in this paper and tests the data;Then the original factors of the social ecological model that affect consumers’ choice of Xingcheng turbot fish brand are analyzed by ordinal logistic analysis.Then,a SEM was structured to judge the internal connection among product knowledge,brand association,brand impression and brand identity and its influence on consumers’ regional aquatic product brand choice.According to the descriptive analysis and empirical analysis result,income,gender,personal and environmental elements have significant effects on regional brand choice of aquatic products,brand recognition significantly positive influence on consumer area aquatic products brand choice,brand association and brand image play an chain intermediary role between product knowledge and brand identity.The fourth part is the conclusion and suggestion.Finally sums up ultimatenesses:xing-cheng turbot brand awareness needs to be enhanced,young consumers stronger regional brand choice intention of aquatic product,improve brand recognition can significantly improve the consumer’s choice of regional brand of aquatic products,and put forward extension brand audience,strengthen product knowledge propaganda,enhance brand awareness attaches great importance to the consumer feedback after purchase,countermeasures and Suggestions such as strengthening brand identity.