Research On The Factors Influencing The Development Of Regional Public Brand Development In "Xinhui Tangerine Peel" Agricultural Products

Regional public brand construction of agricultural products,as an important way to promote rural revitalization,drive industrial development and increase farmers’ income,is the micro foundation of rural revitalization and high-quality development.A number of central documents show that how to build regional public brand is an important issue to promote regional economic development.At present,China’s rural areas generally have a weak economic foundation and lack of pillar industries,which restricts rural revitalization and high-quality development.Therefore,it is one of the urgent problems to clarify the status quo of the construction and development of regional public brand of agricultural products and explore the key factors affecting the development of regional public brand of agricultural products.In recent years,Guangdong Xinhui District long-term efforts to build "Xinhui Tangerine peel" this agricultural product brand.By the end of 2022,the brand influence index of Xinhui Tangerine peel had reached 983.75,surpassing other well-known agricultural products brands,such as Wuchang rice and Changbai Mountain ginseng,and ranking first in the "2022 China Regional Agricultural Industry Brand Influence Index TOP100".However,in the process of the brand development,there are still a series of problems,such as free-rider effect,difficult brand protection and low quality of brand development.Therefore,how to achieve the development quality and brand effect of Xinhui Tangerine peel industry further improvement needs to be solved.However,the current research on agricultural regional public brand is not mature,and the theoretical and model research on promoting the development of agricultural regional public brand under the influence of multiple factors needs to be strengthened.This paper takes the development of the regional public brand of Tangerine peel in Xinhui as the research object to clarify the development status of the regional public brand of Tangerine Peel in Xinhui.Based on the brand life cycle theory,public goods theory,stakeholder theory and other theories,the index system of influencing factors of Xinhui Chenpi regional public brand development was constructed from four aspects: regional factors,industrial factors,brand factors and publicity factors.Based on the thought of system dynamics,combined with the research results at home and abroad and the characteristics of the regional public brand of Xinhui Tangerine peel,a hypothetical theoretical model of brand development of Xinhui Tangerine peel was proposed.Questionnaire survey was adopted to obtain the data needed for the verification of the theoretical model of Xinhui Tangerine peel brand development hypothesis.Based on the modeling and data processing functions of SPSS and Amos 26.0software,the structural equation model was used to verify the validity of the data and the rationality of each index.The results of model calculation show that the development success of Xinhui Chenpi regional public brand is based on the influence of regional advantage factors,industrial advantage factors and brand management advantage factors,plus the adjustment result of public factors such as government support.The order of influence degree was regional factor(0.556)> brand factor(0.440)> industrial factor(0.380)> public factor(0.276).The main conclusions of the study are as follows:(1)Regional factors,brand factors and Xinhui Chenpi regional public brand development has a significant positive correlation.(2)Industrial factors and publicity factors have a significant positive impact on the development of the public brand of Tangerine Peel in Xinhui.(3)The regional factor is the most important factor,and its influence on the formation of the public brand of Tangerine peel in Xinhui region is mainly exerted through the comprehensive effects of regional culture and historical customs,regional economic level,geographical advantages and natural resources advantages.When people buy agricultural products,they begin to turn to the recognition of the cultural value contained in the products.If Xinhui Tangerine Peel regional public brand wants to achieve considerable development,it can only give full play to the advantages of Xinhui Tangerine Peel regional public brand by fully exploiting the cultural connotation of Lingnan region and giving full play to the advantages of regional factors.In the later development process,Xinhui Tangerine Peel should pay attention to the re-strengthening of marketing,use digital technology to enable brand communication,and inject more cultural connotation into the brand.Increase the added value of Xinhui Tangerine peel brand.At the same time,it is necessary to strengthen the participation of various stakeholders and pay attention to strengthening brand protection and brand marketing communication.Based on the results of empirical analysis and the actual situation of Tangerine peel in Xinhui,four dimensions of countermeasures and suggestions were put forward:(1)Explore regional characteristics of Lingnan from a regional perspective,inherit tangerine peel culture,and enrich the connotation of brand Lingnan culture;(2)Support leading enterprises to play a leading role in innovation from an industrial perspective,enhance industrial agglomeration effect,and realize brand co-construction;(3)Increase brand marketing and promotion from the perspective of brand,and digital technology enables brand development;(4)Establish and improve the brand protection mechanism from public factors,and strengthen the active participation of stakeholders.