Theoretical And Empirical Research Of Top Characteristic Brand Agriculture

In the new historical period, it has become the most important decision problem for thenational party committees at all levels and government agricultural economy work to choose whatkind of development path which is effective in promoting the realization of the goal of the newsocialist countryside construction. Since2003, based on local characteristic agriculture resources,Pingdu city of Shandong province has developed the top characteristic brand agriculture andeffectively promoted the development of the local agricultural production and the increase offarmers’ income. In view of this, this study will use mathematical model analysis, econometricanalysis, statistical analysis and case study methods to systematically discuss "what is the topcharacteristic brand agriculture ","how to develop the top characteristic brand agriculture ","What are the factors affecting the policy cognition of agricultural households ","what are thefactors affecting farmers’ participation in production decisions " and " What is the performance "etc. Through theoretical analysis and empirical research, this subject draws the followingconclusions:1. The top characteristic brand agriculture is a modern agriculture development model, whichaims to develop production and improve farmers’ income. With the agricultural resourcesendowment which with the local characteristics, this agricultural industry is supported byhigh-tech applications; chooses high-income urban residents consumers as main marketing object,to product and operate high technology, quality, pollution-free, green, organic agriculturalproducts. In order to ensure the farmers’ maximum economic benefits, this agriculture industrycreates a well-known agricultural products brand and implements brand marketing, and makes fulluse of the brand premium effect to maximize the added value of agricultural products.2. In the development of top characteristic brand agriculture, we should adhere to theprinciple of sustainable development, the principle of economic benefit, the principle of regionaldivision and the market-oriented principle. Based on the agricultural resource endowment surveyand scientific assessment of the area, the local government can discriminate the dominantagricultural produce, maintain and enhance its characteristic advantage. on the basis of creating abrand of agricultural produce, clearly understand the role of every stakeholder in top characteristicbrand agriculture, choose the right organization operational mechanism based on the local realities,strengthen and improve the construction of technical support mechanism、 risk preventionmechanism and system safeguards mechanism, so that we can promote more comprehensive andin-depth development of top characteristic brand agriculture.3. The empirical results show that, farmers’ awareness level of top characteristic brandagriculture policy is very high, but the cognition degree is on the low side. The results of Ordinalregression analysis show that: under the significance level of5percent, householder’s gender,family income level, agricultural produce’s commercialization rate, farmer’s communicationfrequency, intensity of mass communication and government support are the main factors thatinfluence the farmers’ cognition of top characteristic brand agriculture policy; the results ofLogistic regression analysis show that: family income level, farmer’s production specialization degree, farmer’s celery cultivation experience and agricultural products’ convenience degree ofsales are the main factors that influence farmers’ participation behavior of top characteristic brandagriculture production; other factors has no significant impact on farmers’ policy cognition leveland production participation behavior of top characteristic brand agriculture.4.Under the development strategy’s implementation framework of top characteristic brandagriculture, the farmers that pursue the profit maximization will make the rational choice ofincreasing the investment of production factors, which means expanding the scale of agriculturalproduction; in the condition that the other influencing factors don’t change relatively, farmer’soutput level will increase accordingly, which means higher market prices level of agriculturalproducts, so farmers’ income will increase inevitably. The case analysis of “Majiagou celery”from Pingdu city in Shandong province shows that the development of top characteristic brandagriculture can really arouse local farmers’ production enthusiasm. It can not only promote thescale expending of characteristic agricultural products, but also greatly increase the level offarmers’ income. Based on the above research conclusion, this study put forward the followingsuggestions:1. Develop Top Characteristic Brand Agriculture, form or establish a relatively perfect,powerful Top Characteristic Brand Agriculture system.2. Increase rural intermediary organization (especially the peasants’ economic or technicalcooperation organization) construction support, promote a Top Character-istic Brand Agricultureorder organization operation mode:"peasant household+intermediary organization+company",and give full play to the members of the village supervisory role.3. Encourage and support those Top Characteristic Brand Agriculture products processingenterprises who are with powerful driving force and high market management level to developbusiness scope and sales market radius, the government departments provide correspondingpreferential policies for them in money, tax revenue, technology and information service etc.4. The government of industry and commerces and qualitative inspect branch shouldstrengthen the supervision of the characteristic brand Top Characteristic Brand Agriculturedevelopment.5. Strengthen the construction of agricultural science and technology talent team, and paymore attention to the cultivation and development of the human resources of agricultural R&D.6. Build Top Characteristic Brand Agriculture risk prevention fund.7. Increase the rural spreading financial investment, improve the rural public communicationinfrastructure and build a good village-relyed interpersonal communication platform.8. Strengthen agricultural products wholesale market construction, improve the degree ofcommercialization of agricultural products, rely on the grain fingers and the large housholds topromote Top Characteristic Brand Agriculture production and operating activities, and encourageand support the peasants households to scale up their production.