在农业现代化的发展进程中，农产品品牌化建设是促进农业效益提升、农民收入增加和市场竞争力增强的关键途径。蓝莓产业是白山市的第二大特色农业主导产业，全产业链条日益健全，是助力白山市乡村振兴和农民增收的重要抓手。但是，白山蓝莓区域品牌存在知名度低、影响力差等问题。本文研究白山蓝莓区域品牌建设可以提升白山蓝莓区域品牌的知名度和市场竞争力，进而促进销售和增加市场份额。同时，从消费者视角提升对白山蓝莓区域品牌的认知，从而形成品牌忠诚度，能够带动白山市蓝莓产业高质量发展。

本文以原产地效应理论、消费者行为理论、消费者认知理论和国内外相关文献作为研究基础。同时对白山市蓝莓产业的发展现状进行梳理，了解白山市蓝莓产业的发展条件以及其白山蓝莓种植规模情况，并对白山蓝莓区域品牌建设现状进行分析，发现白山蓝莓区域品牌建设存在种植管理不规范，标准化程度不够；品牌宣传力度不够，品牌知名度低；产品开发专业化程度差，品牌附加值低；产业链不完善，运输仓储建设滞后四个问题。

根据理论研究成果和白山蓝莓区域品牌发展实际情况设计调查问卷，基于348份问卷数据结果的基础上，从消费者角度探讨对白山蓝莓区域品牌的认知度及购买意愿，分析影响消费者购买行为的主要影响因素，利用二元 Logistic回归模型，对其各个因素进行实证研究，确定其各种权重和影响程度，最终得出产品品质、产地特色、品牌认知以及宣传推广均对消费者的购买意愿产生正向显著影响。

根据具体研究结果，本文设计相应的改进办法和对策：优化品种结构，保证品牌产品质量；加强龙头企业培育工程，提升品牌竞争力；完善品牌发展战略规划，加强冷链运输建设；加强产品精深加工，提高品牌附加值；改变营销模式，增强品牌运营能力；创新宣传方式，提高白山蓝莓区域品牌的知名度。

In the development process of agricultural modernization, the branding construction of agricultural products is a key way to promote the improvement of agricultural efficiency, increase farmers' income, and enhance market competitiveness. The blueberry industry is the second largest characteristic agricultural leading industry in Baishan City, and the entire industry chain is becoming increasingly sound. It is an important lever to help rural revitalization and increase farmers' income in Baishan City. However, the regional brand of Baishan Blueberry has problems such as low visibility and poor influence. This article studies how the construction of the regional brand of Baishan Blueberry can enhance its visibility and market competitiveness, thereby promoting sales and increasing market share. At the same time, enhancing consumer awareness of the regional brand of Baishan Blueberry can form brand loyalty and drive the high-quality development of the blueberry industry in Baishan City.

This article is based on the theories of origin effect, consumer behavior, consumer cognition, and relevant domestic and foreign literature. At the same time, the development status of the blueberry industry in Baishan City was sorted out to understand the development conditions of the blueberry industry in Baishan City and its planting scale. An analysis was conducted on the current situation of regional brand construction of Baishan blueberries, and it was found that there were non-standard planting management and insufficient standardization in the construction of regional brands of Baishan blueberries; Insufficient brand promotion and low brand awareness; Poor specialization in product development and low brand added value; There are four problems: incomplete industrial chain and lagging transportation and warehousing construction.

Based on theoretical research results and the actual development of the regional brand of Baishan Blueberry, a survey questionnaire is designed. Based on 341 questionnaire data, this study explores the awareness and purchase intention of the Baishan Blueberry regional brand from the perspective of consumers, analyzes the main influencing factors of consumer purchasing behavior, and uses a binary logistic regression model to empirically study each factor, determine its various weights and degrees of influence. Finally, it is concluded that product quality, origin characteristics, brand awareness, and promotion all have a significant positive impact on consumer purchasing intention.

Based on specific research results, this article designs corresponding improvement methods and countermeasures: optimizing the variety structure to ensure the quality of brand products; Strengthen the cultivation project of leading enterprises and enhance brand competitiveness; Improve brand development strategy planning and strengthen cold chain transportation construction; Strengthen product deep processing and increase brand added value; Change marketing models and enhance brand operational capabilities; Innovate promotional methods to increase the brand awareness of the White Mountain Blueberry region.

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