With the continuous development of agricultural industry cluster,agricultural regional brand plays a significant role in the sustainable development of the region,and it is urgent to build the agricultural cluster bra...With the continuous development of agricultural industry cluster,agricultural regional brand plays a significant role in the sustainable development of the region,and it is urgent to build the agricultural cluster brand. Based on the background of industrial cluster,this paper firstly introduced the brand of Tianmu Lei bamboo shoots. Using the method of questionnaire survey,it made SPSS analysis of the acquired data. From the five factors influencing the brand image,namely,brand awareness,brand value,brand association,product attribute awareness,and brand loyalty,and then came up with strategies for improving the brand image of Tianmu Lei bamboo shoots.展开更多
This article makes an integral and comprehensive study on the process of regional brand enhancement based on agricultural industry clusters using the theories of industrial clusters and regional brands.By analyzing th...This article makes an integral and comprehensive study on the process of regional brand enhancement based on agricultural industry clusters using the theories of industrial clusters and regional brands.By analyzing the key determinants in the process of regional brand enhancement based on agricultural industry clusters,we establish a systemic theory system.The results show that as an important mediator in the process of regional brand enhancement based on agricultural industry clusters,the construction of value chain system is of vital importance.Other factors, such as the government guidance and service,the promotion of industry associations and professional cooperatives,play a key regulating role in this process.展开更多
From the perspective of psychological contract,this paper discusses mechanism of consumers' network cluster behavior in the context of brand crisis. On the basis of Simmel's conflict theory,it presented new fi...From the perspective of psychological contract,this paper discusses mechanism of consumers' network cluster behavior in the context of brand crisis. On the basis of Simmel's conflict theory,it presented new findings of network cluster behavior. It is concluded that brand crisis exerts significant influence on breach of psychological contract. Particularly,functional brand crisis more easily leads to breach of transactional psychological contract,while value brand crisis more easily leads to breach of relational psychological contract. Breach of transactional psychological contract more easily leads to realistic network cluster behavior,while breach of relational psychological contract does not necessarily lead to non-realistic network cluster behavior.展开更多
Firstly,the necessities of ecological agriculture development in Big Qinling Eco-city Cluster were discussed.Then,condition endowment of eco-agricultural industrialization in Big Qinling Eco-city Cluster was analyzed ...Firstly,the necessities of ecological agriculture development in Big Qinling Eco-city Cluster were discussed.Then,condition endowment of eco-agricultural industrialization in Big Qinling Eco-city Cluster was analyzed from the aspects of basic conditions and differential endowment of eco-agricultural industrialization.Finally,specific forms and functional orientation of eco-agriculture were pointed out.Countermeasures for the eco-agricultural industrialization in Big Qinling Eco-city Cluster were put forward.Firstly,the government guidance and the media publicity should be strengthened.Secondly,financial support for the eco-agricultural industrialization in Big Qinling Eco-city Cluster should be enhanced.Thirdly,branding strategies of eco-agricultural products in Big Qinling Eco-city Cluster should be implemented as soon as possible.展开更多
基金ACKNOWLEDGMENT This paper was sponsor by National Natural Science Foundation of China （Youth Project ）： ＂Chinese regional industry brand diffusion path and structural industry policy research＂, project number （71003029） and Guangdong Provincial Science and Technology Department of science and technology project （social development project ）：＂ Guangdong＂ double transfer＂ strategy under the optimization of industrial structure and regional financial support services＂, project number （2010B080701029）
基金Supported by Student Science and Technology Innovation Program of Zhejiang University(New Talent Program)in 2015(2015R412011)Project of National Social Science Foundation(15BGL088)
文摘With the continuous development of agricultural industry cluster,agricultural regional brand plays a significant role in the sustainable development of the region,and it is urgent to build the agricultural cluster brand. Based on the background of industrial cluster,this paper firstly introduced the brand of Tianmu Lei bamboo shoots. Using the method of questionnaire survey,it made SPSS analysis of the acquired data. From the five factors influencing the brand image,namely,brand awareness,brand value,brand association,product attribute awareness,and brand loyalty,and then came up with strategies for improving the brand image of Tianmu Lei bamboo shoots.
基金Supported by Humanities and Social Sciences Research Project of the Ministry of Education(12YJA630192)Philosophy and Social Science Planning Project in Zhejiang Province(10CGGL18YB)
文摘This article makes an integral and comprehensive study on the process of regional brand enhancement based on agricultural industry clusters using the theories of industrial clusters and regional brands.By analyzing the key determinants in the process of regional brand enhancement based on agricultural industry clusters,we establish a systemic theory system.The results show that as an important mediator in the process of regional brand enhancement based on agricultural industry clusters,the construction of value chain system is of vital importance.Other factors, such as the government guidance and service,the promotion of industry associations and professional cooperatives,play a key regulating role in this process.
文摘From the perspective of psychological contract,this paper discusses mechanism of consumers' network cluster behavior in the context of brand crisis. On the basis of Simmel's conflict theory,it presented new findings of network cluster behavior. It is concluded that brand crisis exerts significant influence on breach of psychological contract. Particularly,functional brand crisis more easily leads to breach of transactional psychological contract,while value brand crisis more easily leads to breach of relational psychological contract. Breach of transactional psychological contract more easily leads to realistic network cluster behavior,while breach of relational psychological contract does not necessarily lead to non-realistic network cluster behavior.
文摘Firstly,the necessities of ecological agriculture development in Big Qinling Eco-city Cluster were discussed.Then,condition endowment of eco-agricultural industrialization in Big Qinling Eco-city Cluster was analyzed from the aspects of basic conditions and differential endowment of eco-agricultural industrialization.Finally,specific forms and functional orientation of eco-agriculture were pointed out.Countermeasures for the eco-agricultural industrialization in Big Qinling Eco-city Cluster were put forward.Firstly,the government guidance and the media publicity should be strengthened.Secondly,financial support for the eco-agricultural industrialization in Big Qinling Eco-city Cluster should be enhanced.Thirdly,branding strategies of eco-agricultural products in Big Qinling Eco-city Cluster should be implemented as soon as possible.
