On The Construction Of "Yangling Nongke" Regional Brand And The Improvement Of Brand Value

The study analyzed the basic condition and advantages of establishing “Yangling Nongke” regional brand in Yangling Demonstration Zone.In terms of basic conditions,scientific resource advantages,capability of self-dependent innovation,technology extension coverage,brand construction,the paper compared Yangling Demonstration Zone and Shanghai Zhangjiang National Self-dependent Innovation Demonstration Area,discussed the advantages and disadvantages of regional brand construction and development in these two places,then reached a conclusion that three big model brands should be established to construct “Yangling Nongke” regional brands.Yangling Demonstration Zone has abundant agricultural civilization,scientific resources and achievements,it plays a significant role in demonstration and impact on the world.Based on this face,the author proposed the framework on brand construction,basic positioning of construction,working principles and overall target of construction.It is pointed out that the core and main contents for “Yangling Nongke” regional brand construction should be focused on a series of initiatives,for example,expanding agricultural new brand,fostering global brand on agriculture cooperation,consolidating brand on sci-tech demonstration and popularization,developing brand on modern agri-seed industry,improving brand on agricultural sci-tech forum,creating brand of agricultural products,strengthening industrial brand related to agriculture with characteristics,highlighting brand of agriculture tourism,and innovating brand of agri-science financial services.In light of the problems and difficulties in the process of construction and combined with two-year practice,the author analyzed the new opportunities and strategies,put forward some countermeasures such as the perfection of brand supporting system,the strengthening of brand marketing and advertising,the construction of brand protection system,the coupling of brand and enterprises,the development of industry cluster,the establishment of leading enterprises related to agriculture,the strengthening of brand influence and radiation by making full use of agricultural free trade zone,which provides a reference for the practical construction of “Yangling Nongke” regional brands.