Abstract: The theoretical model of the characteristic agriculture cluster formation mechanism of regional brand is developed from the perspective of geographical dimension and economic dimension and social dimension to explore the key formation influencing factors of traditional characteristic agriculture cluster regional brand. The formation mechanism of regional brand of the characteristic agriculture cluster is verified through the typical region of turpan grape industry cluster research in xinjiang by using structural equation model (SEM). Research shows that: Basic factors affecting the formation of characteristic agricultural product regional brand are geographic resources endowment and government support, the core driving force is the regional culture and brand of supply chain collaboration. Promoting China's traditional agriculture cluster brand created by the “resources” to “efficiency” and “brand innovation” conversion depends on the institutional innovation, collaborative supply chain brands and regional industrial cluster brand and Enterprise brand integration.