The Impact of Digital Village Construction on the Regional Public Brand Value of Agricultural Products——Empirical analysis based on the regional public brand of tea
The enhancement of regional public brand value of agricultural products is a reflection of the increased competitiveness of agricultural products and an important way to promote rural industrial prosperity and regional economic development.The article empirically analyzed the impact of digital village construction on the regional public brand value of agricultural products and its mechanism based on the panel data of 49 regional public brands of tea.It was found that:① Digital village construction significantly promotes the regional public brand value of tea.② Mechanism analysis shows that industrial clusters,financial development level and technological progress are the three important mechanisms of digital village construction promoting the enhancement of regional public brand value of tea.③ Heterogeneity analysis shows that digital village construction has more significant effect on promoting the regional public brand value of tea in areas with smaller scale operation degree,younger age of public brand and more developed areas.In order to further enhance the regional public brand value of agricultural products and strengthen the market competitiveness of regional specialty agricultural products,it is necessary to promote digital rural construction at a high standard and deeply integrate digital rural construction with industry development,so as to effectively play the role of digital technology in empowering the high-quality development of agricultural industry.
regional public brand valuedigital villagemechanismtea
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