| The arrival of the information age has spawned a series of emerging industries such as artificial intelligence,and traditional agriculture has also taken this opportunity to obtain new developments.The continuous enrichment of material life and the continuous improvement of people's living standards have given rise to people's great attention to quality of life,attention to brands,and emphasis on quality becoming a universal phenomenon.It is essential for all people that agricultural products account for a large proportion of food products.Brand building of agricultural products not only relates to the sale of agricultural products,but also relates to the development of agriculture,promotes the integration of China's agricultural products with the international market,and enhances the market competitiveness of domestic agricultural products.The Chinese government has always attached great importance to the brand building of agricultural products.It has been mentioned in many important documents in recent years.In 2017,the state issued the “Agricultural Brand Building Year” plan.From the micro level,affected by the region,China's agricultural product brands are more often displayed in the form of regional public brands.The research in this article also focuses on the construction of regional agricultural public brands.It is of great significance to study the construction of public brands for agricultural products in the region.The author analyzes the related concepts,research overview,and research methods,and analyzes the basic theories of brand marketing of agricultural products.The establishment of public brands for regional agricultural products has long been precipitated and accumulated.Based on the advantages of regional environment and agricultural products,through the help of industrial clusters,through the brand operation and other methods,the final product of the brand strategy is realized.The development path is mainly the traditional development type that adheres to inheritance,highlighting the characteristic quality resources.The type of culture,which is combined with cultural construction,and the later industrial type.At present,the number of regional public goods brands for agricultural products in China has increased significantly,management has improved,development platforms have increased,and brand efficiency have become more pronounced.However,there are still many problems in resource integration,brand implementation,and marketing management.This article takes the Yangcheng Lake hairy crabs as an example to carry out a specific analysis,and proposes countermeasures and suggestions for strengthening the construction of public brands for regional agricultural products: to strengthen the integration of brand resources,to increase capital investment,to improve the regional agricultural product public brand building policy system,and to promote technological progress,Fully integrate scientific research institutes in universities to use their technological advantages to transform into productive forces.It is necessary to strengthen organizational development,clarify the main body of regional agricultural product branding,strengthen brand management and protection,further standardize organizational management,and improve and improve the trace ability system for agricultural product quality and safety.The government supervises the input of agricultural products and production ledgers and strives to standardize the production and construction of agricultural products,strengthen brand protection,create a good brand development environment,increase brand marketing efforts,and ensure accurate brand positioning,cultural development and regional development.Combining agricultural products and public brands makes agricultural products not only agricultural products but also cultural products.On this basis,we must also innovate publicity methods,increase propaganda,and make full use of new media to expand the influence of regional agricultural product public brands. |
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