Study On Brand Marketing Behavior And Influencing Factors Of Family Farm Agricultural Products In Shanghang County

The report of the 20 th National Congress of the CPC stressed accelerating the building of an agricultural country and promoting all-round rural revitalization.Brand is the kernel of agricultural competitiveness,and an important engine to promote rural revitalization and modernization.Agricultural brand is an insurmountable choice for the transformation and upgrading of Chinese agricultural industry.Family farm as one of the main body of new agricultural management,the implementation of brand marketing of agricultural products can not only achieve the premium of agricultural products,but also form the aggregation effect and accelerate the development of brand agriculture.In recent years,Shanghang County has actively explored a new model of driving the development of family farms by relying on characteristic industries,and introduced a series of relevant supportive policies.New business entities have been growing,family farms have diversified industrial structure and moderate operation scale,and achieved with initial results.However,the number of family farms which implement the agricultural product brand marketing is insufficient,limiting the further development of family farms in Shanghang County.Based on above mentioned,this paper carries out investigation and research,and makes some suggestions.Based on the existing family farm agricultural product brand marketing behavior and influencing factors,this paper combines the farmer behavior theory,externality theory,agricultural product brand competitiveness theory and other relevant theories with the reality of family farm agricultural product brand marketing in Shanghang County to build a theoretical analysis framework.Through field research and other methods,questionnaire survey data were collected,and variables were screened by correlation coefficient test.Descriptive statistics were conducted on family farm operators,farms and brand marketing of agricultural products.Empirical analysis was carried out on 302 questionnaire survey data.The empirical analysis was divided into two parts: the former one chooses to use the binary Logit regression model to analyze the influence of different factors on whether family farms in Shanghang County choose agricultural products brand marketing behavior;the latter one is to use multiple linear regression model to analyze the factors influencing the brand marketing cost of family farm agricultural products in Shanghang County.Through empirical analysis,Seven factors,such as the family farm operators’ cultural level,political status,understanding degree of agricultural products brand in Shanghang County,level of model farm,difficulty degree of bank loan,importance degree of local government to the development of agricultural products brand marketing,the effect degree of implementation of agricultural products brand marketing on income,have a significant impact on whether family farms choose agricultural products brand marketing behavior.And there are other seven factors,such as the age of the family farm operator,the level of demonstration farm,land scale,the lease time of land transfer signing,the difficulty of bank loan,the importance of the local government to the development of agricultural product brand marketing,and the impact of the implementation of agricultural product brand marketing on the income,have a significant impact on the investment cost of family farm agricultural product brand marketing.Finally,based on the main analysis conclusions,this paper puts forward suggestions to improve the brand marketing behavior of agricultural products from the aspects of strengthening the training of new professional farmers,and the support and cultivation of agricultural products brands,broadening the sales channels of featured agricultural products,and building regional public brands,so as to provide reference value for family farms in Shanghang County to improve the core competitiveness of agricultural products and achieve high-quality development.