Promoting Competitiveness of Green Brand of Agricultural Products Based on Agricultural Industry Cluster

Abstract

Agricultural industrial clusters are the basis for the formation of regional brands of agricultural products and also an effective way to enhance the regional brand value and competitiveness of agricultural products. Based on the agricultural industry cluster, carry out regional brand building of agricultural products, emphasizing that the production of agricultural products from raw material bases to product sales in specific administrative areas, and even the collaborative production services of relevant agricultural technology research and development institutions are connected to the local network, establishing a regional first-class agricultural product brand. The brand grows with the development of regional production bases. Therefore, this paper is aimed at exploring the research on the promotion of green brand competitiveness of agricultural products based on the theory of agricultural industrial clusters, analyzing the internal connection between agricultural product agglomeration effect and brand competitiveness, and exploring its advantages and disadvantages. Using this strategy, this paper will use the research method of specific analysis of specific problems, design an analysis model construction experiment based on the influencing factors of agricultural industrial clusters, and draw experimental conclusions through the analysis and comparison of experimental data. Through theoretical innovation and exploration, a model for the rapid development of green agricultural product brands can be found. The results show that the use of questionnaires to explore the differences in the planting characteristics of green agricultural products in industrial clusters can account for 35% of the brand competitiveness, promote the rapid development of the brand, and enhance the technological innovation ability by 19%. Therefore, combined with the characteristics of the current era, with the help of the national agricultural aid policy, fully absorb the transformation, actively innovate, and improve the level of agricultural cultivation. Analyze different application difficulties, explore development prospects, give full play to the competitiveness of agricultural products, realize high-yield green crops, use these theories as a guide to innovate and integrate, provide valuable experience clusters for the wide application of agricultural industrialization, and achieve sustainable regional economic structure and ecological environment.

Leader’s strategies for designing the promotional path of regional brand competitiveness in the context of economic globalization

“…Previous studies in China and overseas mostly explored BC’s meaning from a brand essence. Few academics empirically analyzed how many variables impact BC of agricultural goods ( Baziana and Tzimitra-Kalogianni, 2019 ; Liu and Wang, 2022 ). Chinese researchers’ research on regional BC of agricultural goods focuses on ideas, concepts, and assessment factors and lacks empirical evidence, so it cannot provide a practical reference for our empirical investigation.…”

“…The regional brand of agricultural products is the condensation and crystallization of the quality and quantity of agricultural products. It symbolizes specific attributes and represents the high quality of agricultural products ( Liu and Wang, 2022 ). It is a reliable sign that communicates the quality and safety of agricultural products to consumers, helping to increase brand awareness and trust.…”

“…The general trend of world economic development entails economic globalization. Economic globalization may bring both opportunities and challenges to the agriculture of the states integrated into the world economy ( Liu and Wang, 2022 ). In the process of economic globalization, the competitiveness of a country’s agricultural products is mainly reflected in its brand competition, for agricultural product brands carry great economic and social value ( Wang et al, 2022 ).…”

“…The studies also investigated the structures of brand marketing and strategic positioning but did not consider their combined impact on BC ( Winzar et al, 2018 ). Pursuing “brand” has transformed the concept of consumption, making the brand the core competitiveness of firms in the face of harsh market rivalry ( Liu and Wang, 2022 ). Green brands have come a long way in recent years, especially with the rise of e-commerce, and their influence on consumer intentions is growing ( Xu et al, 2021 ).…”

“…The research objects in this study are agricultural product brand firms and bounded rational leaders toward the BC. Under the pressure of the overwhelming first-mover advantage of agricultural product brands of developed countries, those developing or emerging countries are invariably confronted with a crisis of agricultural brands ( Liu and Wang, 2022 ). Generally, there are two impediments to the traditional advantageous characteristic agricultural products of these countries: One is “products without quotation,” where countries with a large number of high-quality traditional advantageous characteristic agricultural products are reduced to exporters of raw materials for lack of brand competitiveness (BC).…”