An Empirical Study On The Influencing Factors Of Regional Brand Construction Of Agricultural Clusters In The Context Of Rural Revitalization

In recent years,with the full implementation of the rural revitalization strategy and the indepth promotion of poverty alleviation,the regional branding of agricultural clusters has received great attention from the Party and the State.2022 CPC Central Committee Document No.1stressed that "we should carry out agricultural variety cultivation,quality improvement,brand building and standardized production actions,and encourage the cultivation of advantageous characteristic industrial clusters around the world ".At present,in the context of China’s vigorous development of agricultural economy,a number of well-known regional brands of agricultural clusters have emerged,such as Shouguang vegetables,Yantai apples,etc.,which play a vital role in realizing the prosperity of agricultural industries and promoting the in-depth implementation of the strategy of rural revitalization.How to build regional brands of agricultural clusters with a certain degree of popularity and influence has become an urgent task for China’s agricultural development.Therefore,the research on the factors influencing the construction of regional brands of agricultural clusters can not only enrich the theoretical research in the field of regional brands,but also provide certain reference value for accelerating the branding construction of agricultural industrial clusters from the perspective of reality.Based on the background of rural revitalization,this thesis firstly composes the relevant literature on agricultural industry clusters and agricultural cluster regional brands,and then on the basis of in-depth analysis of regional brand theory,industry cluster theory,stakeholder theory,origin effect theory,summarizes and selects the five influencing factors of regional brand construction of agricultural clusters,namely regional resource endowment,industrial foundation,brand management,government support and consumer brand attitude.Then,a research model on the influencing factors of regional brand construction in agricultural clusters was constructed,and the corresponding research hypotheses were proposed.A total of 371 sample data were collected through research on consumers who have a certain understanding of regional brands in agricultural clusters.SPSS21.0 and AMOS21.0 software were used to analyze the sample data,specifically including reliability test,descriptive statistical analysis,correlation analysis,structural equation model test,mediating effect test and moderating effect test.The findings of this thesis are as follows:(1)Regional resource endowment,industrial foundation,and brand management are the basic elements of regional brand construction in agricultural clusters.(2)Consumer brand attitude plays a mediating role in the relationship between regional resource endowment,industrial base,brand management and regional brand construction of agricultural clusters.(3)Government support plays a positive moderating role in the path of regional resource endowment,industrial base,and brand management directly influencing regional brand building in agricultural clusters.In response to the findings,this thesis puts forward several suggestions for cultivating and tapping regional resource endowments,continuously consolidating the agricultural industrial base,strengthening the operation and management of regional brands in agricultural clusters,giving full play to the role of local government regulation and support,and enhancing consumer recognition and satisfaction.This study reveals five important influencing factors of regional brand building in agricultural clusters,and clarifies the role relationships among regional resource endowment,industrial foundation,brand management,government support and consumer brand attitude.The findings of the study provide theoretical support for choosing an appropriate approach for regional brand building of agricultural clusters in China and contribute to the realization of rural revitalization.