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.

摘要： 从地理维度、经济维度和社会维度视角探究了我国传统特色农业集群区域品牌形成的关键影响因素，建立了特色农业集群区域品牌形成机理的理论模型；通过对新疆吐鲁番葡萄产业集群的典型地区进行调研，利用结构方程模型（SEM）对特色农业集群区域品牌形成机理进行了验证。研究表明：影响特色农产品区域品牌形成的基础因素是地理资源禀赋和政府支持，核心驱动力是区域文化和供应链品牌协作。推动我国传统农业集群区域品牌创建由“资源优势”向“效率优势”与“品牌创新优势”转化，有赖于政府制度创新、集群供应链品牌协同以及区域品牌与企业品牌融合发展。