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

In recent years,China's domestic market demand for agricultural products has changed significantly,from relative shortage to total saturation and structural relative surplus.Central document No.1 of 2017 put forward that optimizing the industrial structure of products should be the primary task in rural areas.With the steady development of China's economy,the living standards of residents are gradually improving,and the consumption structure is constantly upgrading.The consumption of agricultural products has changed from the original solution of food and clothing to the pursuit of quality.Therefore,it is no longer appropriate to pursue the agricultural mode of increasing production and increment unilaterally.Leading by brand building of agricultural products,we will promote the reform of agricultural supply side,accelerate the optimization or transformation of development mode of agriculture and agricultural products,and achieve innovation-driven,transformation and upgrading.It is particularly important for local governments to play their roles(government functions)at this turning point of agricultural supply-side reform,to raise the brand awareness of agricultural products,to polish the business cards of regional development.The brand building of agricultural products can not be separated fromthe joint efforts of leading industrialized enterprises,local specialty cooperatives,predominant food and beverage enterprises,investors and the government.In this paper,the government function in brand building of agricultural products as a starting point,to analyze the role of the government in the development of brand agriculture and encountered problems and solutions and suggestions.Based on the theory of government functions and taking the brand building of agricultural products as the research content,this study adopts the qualitative research method and tries to start from the case of Fengxian Huangtao,a local agricultural product brand building in Fengxian District of Shanghai.Deeply describing the cultivation history of Fengxian Huangtao,the process of brand building,and the role of the government in the process of brand building of Fengxian Huangtao,to make a detailed analysis of the specific practices,successful experiences and existing problems of the current Chinese government in the process of brand building of agricultural products.The main body of the paper is divided into five parts.Firstly,the research background and significance of government's role in brand building of agricultural products,the research status at home and abroad,the core concepts and basic theories,as well as the research methods and contents are discussed.Secondly,four ways of government participation in brand building of agricultural products are put forward.On this basis,the relationship between agricultural products and government,leading agricultural enterprises,cooperatives and farmers is analyzed,so as to elaborate the characteristics of government participation in brand building.Thirdly,take Fengxian Huangtao as an example to analyze the process description and government role of Fengxian Huangtao in brand building.Then it analyses the dilemma and restrictive factors of government participation in Fengxian Huangtao brand building,reflects the dilemma faced by the government from the low validity and limitation of government participation,and analyses the bottleneck of development encountered in Fengxian Huangtao brand building from four restrictive factors.Finally,the paper puts forwardthe corresponding countermeasures and suggestions from four aspects: the specialized operation of agricultural products brand,the "landing" and "landing" of regional planning of agricultural products,the transformation and exploration of the marketing mode of brand agricultural products,the comprehensive protection of brand agricultural products and the establishment of access system,so as to provide effective basis and experience reference for the brand construction of agricultural products in China.