Research On The Cultivation Mechanism Of Regional Brands Of Characteristic Agricultural Products From The Perspective Of System Theory

Comprehensively promoting the strategy of rural revitalization and promoting common prosperity are not only the essential requirements of socialism,but also the common expectations of the people.To achieve rural revitalization,industrial prosperity is the premise,and the key is to promote the development of agricultural and rural industries.At the same time,China’s economy has shifted from a high-speed growth stage to a high-quality development stage,people’s living standards have been continuously improved,and the consumer market has gradually shown the characteristics of diversification,personalization and quality.In order to promote agricultural development and solve the problems of large and small synergy and low agricultural competitiveness that have existed in China’s agricultural development for a long time,national policies have repeatedly emphasized the importance of regional brand cultivation of agricultural products and achieved remarkable results.However,from the actual development situation,most characteristic agricultural product development areas still lack regional brands of agricultural products with market competitiveness.Through field research,it is found that most of the regions that have not yet successfully cultivated regional brands of characteristic agricultural products lack systematic understanding of the cultivation of regional brands of agricultural products,fail to fully mobilize various subjects in the regional system,rationally allocate all elements in the regional system,and support regional brand cultivation.Then,from the perspective of system theory,how to cultivate regional brands of characteristic agricultural products has become a problem that must be paid attention to and answered in the new historical development stage to promote agricultural and rural development.With the help of system theory,brand life cycle theory and diamond theory model,combined with the existing research theory,this paper defines the connotation of regional brand cultivation of characteristic agricultural products and analyzes the systematic logic of regional brand cultivation of characteristic agricultural products.Through grounded theoretical methods,the key elements affecting the regional brand cultivation of characteristic agricultural products in the regional system are deeply explored and analyzed.Combined with the data obtained from the questionnaire survey,the structural equation model was used to test the effect of factors on the cultivation of regional brands of characteristic agricultural products.On this basis,based on the perspective of system theory,the specific mechanism of factors and the correlation structure between elements on the cultivation of regional brands of characteristic agricultural products is analyzed,and the regional brand cultivation mechanism of characteristic agricultural products is proposed.Then,this paper adopts the case study method,selects Dingzhuang Village,Zhenjiang City,Jiangsu Province as the case study object,and condenses the realization path of regional brand cultivation of characteristic agricultural products.Finally,this paper puts forward policy suggestions on the agricultural product characteristics,quality advantages and brand awareness of regional brands of characteristic agricultural products,so as to provide reference for cultivating regional brands of characteristic agricultural products in other regions.This paper mainly concluded the following:(1)On the basis of diamond theory model,system theory and existing research theory,the formation basis of regional brands of characteristic agricultural products is divided into three dimensions: quality advantages of agricultural products,characteristics of agricultural products and brand awareness.(2)Using grounded theoretical methods to encode and analyze the original data,the key elements affecting the regional brand cultivation of characteristic agricultural products in the regional system are determined,mainly including: origin resources,industrial development,promotion methods,participants,government policies and market conditions.(3)The structural equation model was used to empirically analyze the role of regional brand cultivation factors of characteristic agricultural products,and the influence coefficients of origin factors,industrial development,promotion methods,participants,government policies and market conditions on the regional brand cultivation of characteristic agricultural products in the regional system were 0.049,0.260,0.228,0.187,0.199 and 0.121,respectively,and the six factors were significant at a significant level of 5%.It shows that it has a positive role in promoting the cultivation of regional brands of characteristic agricultural products.(4)From the perspective of system theory,the regional brand cultivation mechanism of characteristic agricultural products was summarized.that is,the regional brand cultivation of characteristic agricultural products is under the synergy of all participants in the regional system,subject to the regulation,guidance and regulation of the regional political and market environment,on the one hand,making full use of regional origin resources,industrial development,marketing and promotion to form the quality advantages of agricultural products and the characteristics of agricultural products;On the other hand,strengthen brand awareness,optimize the whole process of regional brand registration,use and supervision,and gradually cultivate regional brands of characteristic agricultural products with market competitive advantages.(5)Through case investigation,the cultivation path of regional brands of characteristic agricultural products was condensed.That is,the participants in brand cultivation in the regional system play a synergistic role,fully tap and use factor resources to create high-quality characteristic agricultural products,form market reputation,and promote the formation of corporate brands.The enterprise brand group has developed and expanded,and gradually formed a regional brand of characteristic agricultural products under the guidance of policies and market conditions.In this process,the characteristics of agricultural products have been continuously strengthened,the quality advantages of agricultural products have been continuously highlighted,and the brand awareness of regional subjects has been continuously enhanced.