Research On The Functions Of The Government In Agricultural Products Brand Construction

For a long time, our country has attached great importance to agriculture. In the new rural construction, the development of modern agriculture has been in the most important and prominent position. As for the development of modern agriculture, brand building is one of the important and prominent aspects. In recent years, China’s market economy has gained a continuous development and science and technology has gained continuous updating, which prompts the transition and upgrade of the agricultural economy. China’s agriculture is constantly advancing to modern agriculture, agricultural industrialization and branding. Over the past decade, the central number one documents are related to the some relevant contents in agricultural brand building. Local governments are also increasing emphasis on brand building in agricultural products. Agricultural products brand can be said to be a brand new type of public goods, it has some characteristics of public goods, so the government must effectively function in agricultural brand building and management.This paper starts with the theory of the government’s economic function, public service and externality theory, then, carries out comprehensive analysis and summary in brand, agricultural brand and the government’s function display in agricultural brand building at home and abroad. Based on explaining the concept of agricultural brand, it analyzes "quasi-public" feature of agricultural brand. From the "quasi-public", it draws the importance and feasibility of government in brand building and locates the government’s function in agricultural brand building that the government in the agricultural brand building doesn’t take on all things but to act as organizers, mentors, servers, managers and spreaders so as to continuously promote the healthy development of brand of the agricultural products.Currently, as can be seen in the process of building agricultural products brands across the country, all the government, enterprises and farmers have exerted their own function.., but the government is often not correctly positioned with offside, dislocation and absence, which leads the lack of characteristics about agricultural products in the market and makes agricultural products brands can not keep sustained and healthy development resulting in the fact that there are few national and even world-class brands across the country. This paper summarized the Hemudu wild rice stem brand development history, generalized the local government specific practices and successful experiences in the wild rice in brand building and pointed out the problems existing in the wild rice stem brand development process led by local government, which is based on the empirical research of the local case about developing agricultural products brand of the wild rice stem cropped in Hemudu Town in Yuyao City, Zhejiang Province.. At the same time, a detailed analysis about necessity of transforming local government function and importance of clarifying local government position during the developing period of Hemudu wild rice stem brand is based on referencing and citing the valuable experience of domestic and foreign governments’ work in agricultural products brand development. With exploring the government functions on the law and experience in the wild rice stem brand development process, this paper pointed out the fact that the local government need to implement government function and exert government action indeed in building support systems, creating conditions and improving service management level, which looks forward to keeping wild rice stem brand developing and providing some reference and help in solving the problems of agricultural products brand development in our country.