Analyze the Mechanism of Establishing Regional Brand Competitive Advantage of Chinese Characteristic Agricultural Products Under the Background of Supply Side Structure Reform

Based on the construction of regional brand of Chinese characteristic agricultural cluster, the article analyses the mechanism of the characteristic agricultural cluster constructing regional brand advantage, and regards the grape cluster in the Turpan as the example. The investigations are significance for the supply efficiency and quality improvement of the distinctive agricultural product in China under the background of supply side structure reform. Results shows: Resources and environment foundation lays the geographical advantage of the regional brand formation. A learning society network provides a specific industrial culture and innovation support for cluster organization. The cluster supply chain management of brand oriented improves operation efficiency by organizational innovation and provides central enablers with establishing unique brand value and giving an advantage. The government policy support and intermediary organizations service constitutes the supporting system of regional brand. Therefore, building the regional brand of agricultural product depends on the shape of geographical features, the optimization of social capital, the innovation of cluster supply chain, the government system and collaborative innovation.