Research on influencing factors of fruit regional public brand construction——a case study of pear industry cluster county in Hebei Province
Agricultural brand building is an important starting point to speed up agricultural modernization.Promoting the construction of fruit regional public brand can not only drive the increase of farmers'income,but also lead the high-quality development of local cluster industries and inject new vitality into regional economic growth.As an important indicator to enable the long-term development of brands,the influencing factors can clearly define the development direction and focus of brand construction,which will greatly promote the improvement of regional economic competitiveness.Taking pear industrial cluster county of Hebei Province as an example,this study selected 18 indicators to analyze the factors affecting regional public brand construction from the three stakeholders of enterprises,government and consumers,according to the four aspects of industrial agglomeration,product quality perception,brand status and brand publicity,and used factor analysis to evaluate them.The results show that among the three main factors,the weight of brand value factor is the highest,reaching 0.722,which plays a pulling role;followed by"two products and one standard"factor,the weight is 0.184,play a driving force;finally,the brand publicity factor,with a weight of 0.094,plays a driving role.
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