Research On Agricultural Brand Construction In Mudanjiang City

At present,China's agriculture is in the stage of transition from traditional agriculture to modern agriculture and from quantity agriculture to high-efficiency agriculture.This is a major turning point in China's agricultural history.If marketization is the soul of agricultural modernization,then branding is the hallmark of agricultural modernization.Promoting agricultural branding is an important platform and carrier for thoroughly implementing the rural revitalization and development strategy put forward by the 19 th National Congress of the Communist Party of China.It is an important way to deepen the structural reform of the agricultural supply side,and it is also the transformation of agricultural development mode at all levels of government in China.The inevitable choice of the modernization process and the realization of high-quality development of agriculture.In recent years,Mudanjiang modern agriculture has developed rapidly.The specialty agriculture such as edible fungi and rice has been called the whole country.The development scale of many production fields ranks first in Heilongjiang Province and even in the country.However,we should also clearly see that the agricultural brand building in Mudanjiang City still has a weak brand marketing and protection awareness,a single agricultural brand construction,an imperfect agricultural brand management system,and a series of problems in brand R&D innovation,which leads to the emergence of agricultural brands.Many,mixed varieties,small total,high quality and low price and other serious challenges.Therefore,the relevant functional departments of the Mudanjiang Municipal Government and the main body of agricultural brand construction should further update the development concept of agricultural brand building,enhance the awareness of agricultural brand management and protection,improve the agricultural brand strategy,and explore the road of agricultural brand construction and development in line with Mudanjiang.This article starts with explaining the related concepts and theories of brand and agricultural brand,and elaborates on the great significance of building and developing agricultural brands.On this basis,the paper analyzes the current situation of agricultural development in Mudanjiang City and the achievements of brand building,and analyzes the problems of brand concept,innovation mechanism and talent team in the construction of agricultural brand in Mudanjiang City,thus proposing Mudanjiang.In the process of building agricultural brands,the city should update the development concept of agricultural brand construction,optimize the standardization of agricultural brand construction,cultivate and strengthen the main body of agricultural product brand building,and strengthen the countermeasures and recommendations for the brand communication and protection of agricultural products.The aim is to provide reference for the local government management decision-making in Mudanjiang City,and also to enlighten the construction of agricultural brands in other regions.