Research On The Influencing Factors Of Regional Brand Communication Of Aquatic Products

With the rapid development of my country’s economy and the continuous improvement of people’s living standards,people’s requirements for the variety and quality of aquatic products are getting higher and higher,and the demand for aquatic product brands is also increasing.As a special symbol of the homogenization and differentiation of aquatic products,the regional brand of aquatic products conveys the information of regional aquatic products to consumers.The essence of regional brand communication of aquatic products is the process of conveying the core value of the brand to consumers,maintaining continuous communication with consumers and realizing the appreciation of brand equity.The marketing environment in the 21 st century has undergone tremendous changes.The means of brand communication have become more and more diversified,and the terminals have become increasingly fragmented.However,the current regional brand communication work for aquatic products is still relatively weak.During the communication process,there are many problems such as weak awareness of brand communication by the government,industry associations,and authorized enterprises;similar brand appeal points,lack of core values;insufficient brand communication.Therefore,it is urgent to explore the influencing factors of regional brand communication effect of aquatic products in order to achieve effective communication.Based on this background,this paper studies the influencing factors of the brand communication effect of Yangcheng Lake hairy crabs from the perspective of consumers.Based on Lasswell’s 5w theory,the influencing factors of Yangcheng Lake hairy crab brand communication are divided into four dimensions,namely brand communication subject,brand communication content,brand communication method and audience difference.Because it is difficult to fully quantify the effect of brand communication,this paper selects brand cognition,brand emotion and consumer behavior as outcome variables to construct a model of influencing factors of regional brand communication effect of aquatic products.The hypotheses of this study and the corresponding scales were compiled.Secondly,the data was collected through questionnaires,and SPSS 26.0 and Amo24.0 were used to empirically analyze the relationship between variables,and a structural equation model was constructed to test the research hypotheses.Brand cognition has a significant positive impact,but has no significant impact on brand emotion;and brand communication content,brand communication methods and audience differences all have a significant positive impact on consumers’ brand cognition and brand emotion;brand cognition While the three dimensions of,brand emotion and consumer behavior are gradually affected,brand cognition also has a significant positive impact on brand emotion.The government,industry associations,and authorized enterprises form a community of interests for regional aquatic product brands.Therefore,in the process of regional aquatic product brand dissemination,in order to improve the dissemination effect,the government,industry associations,and authorized enterprises should make joint efforts and cooperate with each other,and use diversified communication methods to give new vitality to regional aquatic product brands.