Research On The Impact Of Cluster Social Capital On The Value Of Regional Public Brands Of Characteristic Agricultural Product

Under the strategic background of comprehensively promoting rural revitalization,China’s agricultural supply-side structural reform has been continuously promoted,and regional public brand construction has become an important way for agricultural products to change from quantity to quality.This is not only an important measure to promote China’s agricultural modernization,but also an important starting point to promote agricultural efficiency,industrial prosperity,enterprise quality,farmers’ income increase and rural revitalization.At present,the brand of characteristic agricultural products in China has entered a stage of rapid development,but the problems of uneven construction quality,low brand value and weak competitiveness are still emerging in an endless stream,which poses a challenge for agricultural enterprises to do a good job in operating regional public brands of characteristic agricultural products in the future.Therefore,the research on the influencing factors of regional public brand value of characteristic agricultural products has become the focus of academic and business circles.Based on the existing theoretical basis,this paper explores the key factors affecting the regional public brand value of characteristic agricultural products,and reveals that this brand value realization mechanism not only helps to improve the existing research content on regional public brands,but also provides guidance and suggestions for the brand development of agricultural leading enterprises and the management strategy of agricultural products.According to the characteristics of regional public brands of agricultural products,this study introduces cluster social capital theory and brand value co-creation theory,and systematically explains the research status of regional public brands of characteristic agricultural products based on literature review.By integrating the relevant literature of cluster social capital,value co-creation and regional public brand of agricultural products,the relationship model between cluster social capital,brand value co-creation,perceived value of relevant stakeholders and regional public brand value is constructed.The data are collected by questionnaire survey,and 404 valid empirical data are empirically analyzed by SPSS25.0 and AMOS24.0 statistical software.The results show that:(1)Cluster social capital has a significant positive impact on the interaction between government and brand,the interaction between service supply chain and brand,and the interaction between customers and brand,which in turn affects the regional public brand value of characteristic agricultural products.(2)The interaction among government,service supply chain,customer and brand has a significant positive impact on the perceived value of stakeholders and regional public brand value.(3)The perceived value of stakeholders plays a partial mediating role between government and brand interaction,service supply chain and brand interaction,customer and brand interaction and regional public brand value.Finally,based on the results obtained in the empirical part,this paper summarizes the research conclusions and management suggestions,which has certain reference significance for guiding leading enterprises to expand the social capital of agricultural clusters and pay attention to the brand value co-creation activities of relevant stakeholders,so as to enhance the regional public brand value of characteristic agricultural products.