Redai dili (Apr 2024)
Spatial Distribution and Influencing Factors of Chinese Agricultural Enterprise Brands
Abstract
Agricultural brand building has been given greater value and attention in the context of brand strategy and rural revitalization. Previous studies have paid more attention to the role of regional brands and their construction paths. However, as micro-subjects, enterprises also play an important role in the construction of agricultural brands. This article discusses the spatial distribution pattern of Chinese agricultural enterprise brands and its influencing factors through analysis methods such as unbalanced index, spatial clustering test, and negative binomial regression analysis, which could provide a reference for the local construction of agricultural enterprise brands and the promotion of rural industrial revitalization. The present study found that (1) affected by natural resource endowment and economic development, agricultural enterprise brands are most distributed in East China. Shandong, Henan, Jiangsu, and other provinces have the largest number of agricultural enterprise brands. The density of agricultural enterprise brands shows a three-level ladder pattern, with the lowest in the northwest, followed by the central region, and the highest in the eastern coastal region. High-high agglomeration and hot spots have formed in the Yellow River, the middle and lower reaches of the Yangtze River, and the northeastern region, and high-low agglomeration, low-low agglomeration, and cold spots have formed in the western region. (2) The number of regional brands, gross product of primary industry, number of agricultural patents and innovation parks, and number of agricultural anchors are significantly positively correlated with the number of agricultural enterprise brands. The better the agricultural foundation, the stronger the scientific and technological innovation ability; further, the more enterprise brands can adapt and use the new marketing area, the greater the number of enterprise brands that could be constructed. The proportion of the primary industry in the GDP is significantly negatively correlated with the number of agricultural enterprise brands. This is mainly because the higher the proportion of the primary industry in the GDP, the more backward the local economy is to a certain extent, which is not conducive to the development of enterprise brands. The relationship between the number of agricultural experts and corporate brands is not significant; this is because the distribution of agricultural experts is affected by the distribution of agricultural research institutes, and dislocation with the spatial distribution of enterprise brands is observed. In general, in the process of promoting the construction of enterprise brands, localities need to vigorously support agricultural development and regional brand building and focus on the cultivation and flow of innovation as well as the development of new marketing. This study focuses on the distribution of agricultural enterprise brands from the perspective of geography and provides policy recommendations for various places, which has certain theoretical value and practical significance.
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