Study On The Government's Performance Of The Brand Cultivation Of Agricultural Products In Shaoyang City

Brand management has become the key to realize modern agriculture development,transform regional economic growth pattern and gain a long-term competitive advantage,as the competition is more and more fierce in the agricultural product market.The government departments at all different levels of Shaoyang has come to realize the importance of agricultural regional brands cultivation,when the central government and Hunan province put forward "promoting the construction of regional public brand of agricultural products",successively,it has put up the agricultural product regional brand cultivation work in the organization and leadership,financial input,policy support,and so on,except for leading related subjects to take an active part in brand cultivation work,giving the whole city a good atmosphere of "value brand,develop brand and protect brand".However,there are still some problems in Shaoyang,such as lack of brand awareness,inadequate creation efforts,inadequate planning and layout,imperfect quality supervision and control system,inadequate publicity and promotion,etc.The reasons are as follows: 1)the position of government function is deviated,and there is "dislocation,offside,vacancy" phenomenon;2)management system is inadequate,lackibg of a finer brand development plan,operation mechanism is poor,supervision and evaluation mechanism is imperfect;3)other subjects' functions are not fully utilized,and the potential of industry associations,cluster enterprises,professional cooperatives and farmers need to be further explored,and so on.This paper puts forward countermeasures and suggestions on government performance in the cultivation of regional brand of agricultural products in Shaoyang,basing on problems in government performance existing in the cultivation,and drawing lessons from French Bordeaux,Kobe beef in Japan,Dafo Longjing tea in Zhejiang,and Wuchang rice in Heilongjiang.The suggestions are as follows:1)scientifically positioning government functions,strengthening the cognition of the limitation of government functions,straightening out the division of responsibilities between different government departments,strengthening the service consciousness of various government departments;2)strengthening the regional brand planning guidance,defining the development orientation of regional brand of agricultural products,rationally planning the regional distribution of agricultural products,givingfull play to the effect of industrial clusters;3)strengthening regional brand support for agricultural products,improving the coordination mechanism,establishing evaluation and reward mechanism,establishing a long-term investment mechanism;4)improving brand management of agricultural products,strengthening agricultural product quality assurance,strengthening regional brand promotion,and building regional brand protection mechanism;5)giving full play to the active role of relevant subjects,further strengthening the guiding role of the government,giving full play to the role of trade associations,leading enterprises and farmers.