Research On The Geographical Indication Branding Of Lianping Yingzui Peach (Heyuan)

With the progressing of economic globalization and increasingly intense competition on the international arena,every country of the world is trying to grab a larger share of the cake in the agricultural product market.In the meanwhile,in view of product differentiation and the uniqueness of GI-tagged agricultural products,governments are actively promoting geographic indication-based agricultural product branding in an effort to boost the competitiveness of agricultural products and to increase farmers' income.This paper deals with the GI-based brand building of Lianping Yingzui Peach,and research methods such as investigation and case study are employed to understand the issues arising in the brand-building process and factors affecting brand-building.The following conclusions are reached after an analysis of the questionnaire data and field investigations: firstly,geographic indication certification plays an important role in promoting the production and commercialization of agricultural products,the development of related industry chain,the growth of local economy and increase of farmers' income.Accordingly,it is important to make the most of geographic indications in the brand-building process of Lianping Yingzui Peach in order to increase the benefits.Secondly,the brand protection and brand building of Yingzui Peach GI products are still at an early stage,and despite some progresses having made,problems remain in the following aspects:(1)there is a lack of policy and technical support,and there are difficulties in terms of quality control;(2)the producers and dealers of GI products are loosely organized,with little GI awareness;(3)Ineffective brand advertising and promotion,and limited sales channel.Thirdly,to address the problems mentioned above,several measures are proposed in this paper based on the actual situations of Lianping County(Heyuan),namely:(1)The local government should be actively involved in supporting the brand building and promoting consistent improvement in product quality;(2)Producers and dealers should be effectively educated in order to establish a proper brand awareness among them;(3)Innovative approaches to brand marketing should be invented to broaden the marketing channel of GI products.