Research On The Promotion Of The Geographical Indication Brand Of Jiaxiang Small-Tail Han Sheep

Shandong Province(in the northern part of China),as a major sheep producer,plays a significant role in the production of mutton sheep in China.Small-tail Han sheep in Jiangxiang County is famous across China as such kind of sheep is gentle and mild in nature,which is in line with the traditional ethics in Chinese culture.Small-tail Han sheep is social animal,tame and easy to manage,and it is well-adapted because it can adjust the changes of topography,landform,climate,soil,water quality and fodder through the body.It is one of the major varieties of mutton sheep in Shandong Province,and also a geographic indication variety protected by China.The promotion of geographical indication brand is of great importance for the development of Small-tail Han sheep because a good brand means a good market.Firstly,the current situation of the promotion of geographical indication brand of Jiaxiang Small-tail Han sheep is analyzed in this paper by means of relevant materials and field interviews.First,the industry development of Jiaxiang Small-tail Han sheep is explored from the aspects of production and sales,respectively.Next,the promotion subjects of the geographical indication brand of Jiaxiang Small-tail Han sheep,including the government,industry associations,leading enterprises and aquaculture are introduced.Finally,the problems in the promotion of the geographical indication brand of Jiaxiang Small-tail Han sheep are discussed from the perspective of government,industry association and farmers.Based on analysis,conclusions are drawn as follows: both production and sales of Jiaxiang Small-tail Han sheep have achieved a year-on-year increase,enjoying a bright future for the industry.And the construction subjects of the promotion of geographical indication brand vary in different stages and different periods.Currently,the government should give full play to its role as the promotion of geographical indication brand in China is still on a primary stage.Besides,government,industry associations and farmers have several problems,such as the weak brand awareness of government,the incomplete functions of industry associations,and the low scientific and cultural level of farmers,during the process of the promotion of geographical indication brand.Secondly,based on the Analytic Hierarchy Process(AHP),an empirical analysis on the influencing factors of the promotion of the geographical indication brand of Jiaxiang Small-tail Han sheep is conducted through methods of expert consultation and questionnaire,calculating the weight of 14 influencing factors from the four aspects of government,industry association,enterprise and farmer.The results of analysis are shown as follows: the promotion efforts the and the supervision force of government,the function of industry association,and the promotion strategies of enterprise have the most significant impact on the promotion of the geographical indication brand of Jiaxiang Small-tail Han sheep.The support mode and brand awareness of government,the training and the platform exchange of the industry associations,the breeding and production technology of farmers and the technology level of enterprises have less impact on the promotion of the geographical indication brand of Jiaxiang Small-tail Han sheep.While the quality safety awareness and the scientific and cultural background of farmers,the brand management and standardization level of enterprises have the least influence.Finally,suggestions are put forward from four aspects of government,industry associations,enterprises and farmers on the basis of field research and the influencing factors on the promotion of the geographical indication brand of Jiaxiang Small-tail Han sheep so as to promote geographical indication brand in a more targeted way.