Empirical Study On The Establishment Of Agricultural Brand By Scientific Special Commissioners In Nanping City

In 1999 the scientific special commissioner system was initiated by the government of Nanping City, Fujian Province, as a way to solve the issue of agriculture, rural areas, and farmers. In the past ten years, this system performed remarkably well and aroused great attention from all sectors of the society. There are many literatures on the achievement of the system but none of them discusses the role of the scientific special commissioners in the establishment of agricultural brand. The study just fills up this vacancy and is very of important significance for the scientific special commissioners to play even greater role in the establishment of agricultural brand.The objective of the study is to explore through empirical study the role that scientific special commissioners play in the establishment of agricultural brand and tries to find the modes and effective ways they adopted, thus puts forwards relevant policy suggestions on how to further exert the role that scientific special commissioners play in the establishment of agricultural brand.The main contents of the study include: (1) the role of scientific special commissioners in the establishment of agricultural brand; (2) the approaches and ways adopted by scientific special commissioners for the establishment of agriculture brand; (3) the constraints in the establishment of agricultural brand by scientific special commissioners. Literature review and case study research methods are employed. Means of the survey include personal experience and observation, interview, enterprise investigation, expert consulting, rural household survey, etc.The research results indicate that the principal means adopted by scientific special commissioners for the establishment of agricultural brand are as follows: (1) to establish agricultural brand through applying science and technology, such as making full use of their expertise ; (2) to establish agricultural brand with advanced perceptions and ideas, such as making out production standards, applying for green food logos, registering trademarks, etc.; (3) to establish the agricultural brand through providing comprehensive services such as conducting coordination, providing technological services, brand advertising and product packaging.The study makes 7 suggestions to perfect the scientific special commissioner system. They are as follows: (1) To establish agricultural brands should be one of the important missions for scientific special commissioners; (2) Providing more support to scientific special commissioners and change their behavior mode; (3) Conducting planning and coordination to integrate resources; (4) Improving relevant systems and establish long-term mechanism; (5) Providing more loans to form scale-benefits; (6) Strengthening brand marketing with local characteristics; (7) Enhancing farmers'brand awareness and guiding them to establish agricultural brand.The main conclusions of this study are as follows:1. Scientific special commissioners play a very important role in the establishment of agricultural brand. They adopted new technologies and advanced ideas and corresponding services to establish brands.2. The modes mainly adopted by scientific special commissioners are"establishing interest community","contracting with individuals"and"providing services by trade associations". Different modes match different industries.3. Lacking start-up funds and following up for the establishment of agricultural brand are really needed to be addressed.4. To establish agricultural brand should be one of the important missions of scientific special commissioners as well as one of the important indexes to evaluate their performance.5. Establishing agricultural brand is an inevitable trend of social development, an important way of promoting the competitiveness of agricultural products and is the only way to promote the development of modern agriculture in northern Fujian.