Research On The Construction Of Lingbao Apple's Origin Brand

With the improvement of the marketization of agricultural products circulation in China,the competition in agricultural products market is becoming more and more obvious,which marks the arrival of the era of brand competition in China's agricultural product market.The brand building of agricultural products is the need to improve the quality of agricultural products,create brand value,promote the "quality revolution",promote the transformation of Chinese manufacturing to China,and transform China's speed into China's quality.It is also promoting the development of Chinese agricultural products.Important link.As the origin brand of agricultural products in Henan Province,Lingbao Apple has a certain gap compared with other brands of apple origin.Studying the brand construction of Lingbao Apple's origin can promote the increase of Lingbao apple producers,accelerate the development of Lingbao apple enterprises,and promote the progress of Lingbao apple industry.This paper firstly reviews the research progress of the origin brand of agricultural products,and combines the relevant basic theories of agricultural product origin brand research to study the construction status of Lingbao apple origin brand,and analyzes the formation and main brand of Lingbao apple origin.Practice,the promotion and application of Lingbao Apple's origin brand.On this basis,the paper studies the consumption of apples in Lingbao City and Zhengzhou City through questionnaires,and summarizes the problems existing in the construction of Lingbao Apple's original brand.The brand construction of Lingbao Apple's origin has already had the basic environment.The No.1 Document of the Central Committee proposed that the construction of regional agricultural product public brand also promoted the development of Lingbao Apple's original brand building.However,Lingbao Apple's original brand building is not comprehensive enough.Brand legislation or standards are not perfect,the government does not support the brand of Lingbao Apple's origin,the brand protection and supervision is weak,the brand promotion is insufficient,and the leading role of the leading enterprises is not sufficient.In response to the above problems,we have found corresponding experience in the development of better apple origin brands at home and abroad,and put forward the following targeted suggestions:further improve the brand standards and legislative protection of Lingbao apple origin;the government through the transformation of service functions,Increase the financial expenditure on brand building,establish a multi-channel sales model to enhance the support of Lingbao Apple's origin brand;the association and the government through the quality protection of Lingbao Apple,establish a brand management organization,avoid internal vicious competition to play the spirit The protection and supervision of Bao apple's origin brand;strengthen the promotion of Lingbao apple's origin brand,continue to meet market demand by learning from Japan's differentiated brand development strategy experience,increase consumer recognition;learn from American advanced enterprises The operation mode is to improve the development of leading enterprises,and gradually enhance the interest mechanism of leading enterprises and bases and farmers,and thus promote the development of Lingbao apple origin brand.In general,we need to thoroughly explore the construction and development of Lingbao Apple's origin brand,and encourage the solidarity and cooperation of Lingbao municipal government,associations and enterprises to enhance their true core competitiveness and enhance the intrinsic value of Lingbao Apple.Create a more competitive brand of Lingbao Apple.