Research On The Impact Of Gucheng Lake Crab Brand Building On Its Industrial Development

At present,China has entered an era of high-quality agricultural development,and quality-based agriculture has become the main theme of agricultural development.People pay more attention to the quality of living standards,not only to eat well,but also to eat well.In recent years,the vigorous development of my country’s hairy crab industry has made crabs one of the hot spots of people’s consumption.Based on unique geographical advantages and natural resources,Gaochun Gucheng Lake has a history of breeding crabs since ancient times.Since the brand was registered in 2000,after 20 years of brand building,Gucheng Lake Crab has become a model brand of Chinese mitten crabs,and has the reputation of "the crown of crabs".This article focuses on the status quo of Yangcheng Lake hairy crabs,Gucheng Lake crabs,Baoying Lake hairy crabs and other representative crab brands,and expounds the development of my country’s crab industry.Then,taking the regional public brand of agricultural products "Gucheng Lake Crab" as the research object,based on field investigations carried out in Gaochun District,Nanjing City,Jiangsu Province,it was found that the current farming scale of the Gucheng Lake Crab brand is basically stable,and the retail is mostly sold in the form of micro-merchants..On this basis,the brand building content of Gucheng Lake Crab was summarized from four aspects: brand building,brand quality control,brand quality promotion and brand supervision,and demonstrated the importance of the Gucheng Lake crab industry to brand building.In order to highlight the impact of brand building on the Gucheng Lake crab industry,this article further measures the value of the Gucheng Lake crab brand.Take the representative Yangcheng Lake hairy crabs,Xinghua hairy crabs,Hongze Lake hairy crabs,Baoying Lake crabs,Changdang Lake hairy crabs and Dazong Lake hairy crabs as representative examples in Jiangsu Province,and use tangible assets,intangible assets,quality,service,innovation and other brands Based on the five-element model of value,the brand strength evaluation index is designed for the public brand of Crab in the region,and the value of 7 Crab brands is calculated.The calculation results show that Yangcheng Lake hairy crabs have the largest brand value,Gucheng Lake crabs have a brand value of 3692 billion yuan,ranking second,and Xinghua hairy crabs ranking third.In addition,this article conducts an empirical study on the influence of brand building factors on the crab industry in Gucheng Lake from the macro and micro perspectives.Macroscopically,by constructing a multiple regression model of the influence of brand factors on the output value of Gucheng Lake crabs,it is concluded that the output value of Gucheng Lake crabs is significantly affected by brand investment,brand authorization,and brand progress,and they are all positively correlated.This shows that brand building is beneficial to the development of the crab industry in Gucheng Lake.At the micro level,using the one-way analysis of variance method to compare and analyze the cost difference of crab farming for the three types of crab farmers who have neither joined the cooperative nor the brand,only joined the cooperative,and both joined the cooperative and the brand.The results show that,Brand building will lead to an increase in the cost of inputs such as bait fees and drug fees,but the resulting changes in low-density,sparse stocking,crab breeding,and good crab breeding have also significantly increased the average per mu.Benefits and net profit per mu.On this basis,from the naming of regional public brands of agricultural products,the leading project of brand building,the two-wheel drive of the government and enterprises,the exploration of brand cultural connotation,the clarification of brand identity and brand operation subjects,the improvement of the standardized production system of agricultural products,and the improvement of the brand management system It summarizes the experience of regional public brand construction of agricultural products,and provides important reference value for the development of regional public brands of agricultural products in other regions.