Research On Brand Competitiveness Of Crab Geographical Indication Based On Customer Loyalty

River crab is one of China’s traditional aquatic treasures and important export aquatic products for earning foreign exchange,and it is also one of the most dynamic and promising pillar industries in aquaculture in China.With the upgrading of consumption and the arrival of the buyer’s market,consumers have more varieties of river crabs to choose from,more diverse consumption places,and pay more attention to food safety,but consumers only rely on appearance cleanliness and packaging to identify river crab products.unable to identify quality characteristics at a deeper level,the only way to use the brand.River crab geographical indication brand is the guarantee of product quality and service,easy to get the trust of consumers;it is the concentrated embodiment of strength,image,culture and spirit,and has a certain added value.In order to promote the better and faster development of the river crab industry,cater to the changeable and complex characteristics of the market,and meet the personalized and convenient needs of consumers,the government and enterprises began to focus on the construction of river crab geographical indications brand.At present,55 geographical indication brands of river crab agricultural products have been registered in China.and the production,area and technology of farming have made great progress,but they are relatively backward in brand construction.Only by fully considering and meeting consumers’ demand for river crab geographical indication brands,can we win consumers’ loyalty behavior,and then build strong brands with differentiated and sustainable competitive advantages,obtain larger market share and higher profits,and enhance brand competitiveness.Therefore,from the point of view of customer loyalty,this paper analyzes the influencing factors of river crab geographical indication brand,To explore the interaction mechanism between customer loyalty and brand competitiveness,and then put forward countermeasures and suggestions to enhance the competitiveness of river crab brand,which is very important to promote the healthy development of river crab industry.First of all,through literature review,the factors that affect consumers’ competitiveness of river crab geographical indication brand are divided into brand dominant factors and brand invisible factors.Secondly,with the help of consulting senior experts in the field of river crab,13 preliminary indicators of river crab geographical indication brand competitiveness under the three dimensions of cognitive loyalty,affective loyalty and behavioral loyalty were determined,The main consumption areas of river crab-Jiangsu,Shanghai,Zhejiang and Hubei were selected as the main research areas,with a total of531 valid consumer questionnaires.The index system for evaluating the brand competitiveness of river crab is constructed by using factor analysis.Secondly,experts are invited to score the relative importance of river crab to the evaluation index and five representative river crab geographical indication brands,and get the influence weight of primary index and secondary index and the ranking of the competitiveness of five kinds of river crab geographical indication brand.The empirical analysis shows that:(1)the competitiveness of river crab brand index can not only take the market share as the standard,but should comprehensively consider the number of loyal customers.(2)the evaluation of river crab brand competitiveness from the perspective of customer loyalty consists of 13 secondary indicators,which can be summarized into five principal components: brand product power,brand symbol power,brand guarantee power,brand communication power and brand emotional power.(3)the order of weight of index layer from high to low is as follows: brand product power,brand guarantee power,brand communication power,brand symbol power and brand emotional power.The comprehensive order of the importance of influencing factors is product quality,producing area culture environment,producing area brand reputation,word-of-mouth communication and product service.(4)five kinds of river crab geographical indication brands are selected as the research object.it is calculated that the ranking of brand competitiveness from high to low is Yangcheng Lake,Gucheng Lake,Hongze Lake,Chongming clear Water Crab and Xinghua,The scores are 86.0,85.1,80.6,80.4 and 74.7 respectively.Finally,combined with the results of the empirical analysis of the river crab brand,there are some problems in the brand construction,such as the low degree of brand,the disorder of the sales market,the lack of strong brand enterprises and so on,draw lessons from the experience of river crab geographical indication brand construction at home and abroad,this paper puts forward policy suggestions for the government,enterprises and industry associations to enhance brand competitiveness from the perspective of customer loyalty.First,the government should provide policy and financial guarantee,establish scientific and standardized standards for the whole process of production,establish and improve the construction of the credit system of the crab industry,and build a brand culture of geographical indications for river crabs.Second,at the enterprise level,we should optimize the service level,innovate packaging design,strengthen brand emotion construction and maintain brand reputation.Third,the industry association level should control the quality at the source,strengthen the internal supervision of the industry,and innovate the way of brand communication,so as to give full play to the functions of self-discipline,coordination,service and guidance.The innovation of this paper is that customer loyalty is included in the study of crab brand competitiveness management,which enriches the theory of aquatic product brand construction and makes up for the gap in the field of crab geographical indication brand competitiveness;The evaluation index system of river crab geographical indication brand competitiveness is obtained by factor analysis for the first time,the comprehensive ranking of each index is obtained by Analytic hierarchy process,and the brand competitiveness ranking of five kinds of river crab geographical indications is calculated at the same time,it not only helps to understand the competitiveness of different river crab geographical indication brands,but also provides theoretical reference for the brand construction of river crab industry.