Study On The Government’s Performance Of Duty In Cherry Regional Brand Construction Of L County

With the strengthening of the market competition trend of agricultural products,the establishment of regional brand of agricultural products has become an inevitable choice to enhance the competitiveness of agricultural products,realize the industrialization development strategy,and improve the agricultural production capacity.At the same time,the establishment of regional brand of agricultural products is of great significance to improve the income level of farmers,promote the normalization and marketization of agricultural industry.The regional brand of agricultural products has the characteristics of publicity and externality,and it involves the government,agricultural enterprises,agricultural cooperatives,farmers and other subjects.Its characteristics determine that it can not rely on a single subject to promote the formation of regional brand,and the government must play a leading role in the process,coordinate the interests of various subjects,and coordinate the allocation of resources.L County is mainly engaged in agricultural production,in which cherry is planted on a large scale,and has a history of industrial development of more than 30 years.However,due to the lack of scientific planning and market guidance,its cherry industry is facing many threats,such as single product form,poor sales and so on.The establishment of cherry regional brand can effectively solve these development bottlenecks by improving the popularity of cherry and broadening the sales path.However,the lack of industrial planning,administrative support,main body cultivation,brand creation and other functions of L County Government in the process of cherry regional brand construction results in the delay of cherry regional brand construction in L County,which affects its healthy and rapid development.The main reason lies in L County Government’s weak brand awareness,imperfect operation mechanism,unclear main responsibility,inadequate function transformation and other inherent deficiencies,which fail to keep pace with the national demand and market development in thought and action.Based on these problems and reasons,this paper puts forward countermeasures and suggestions to solve the problem of L County Government’s vacancy in Cherry regional brand construction from three aspects:strengthening the leading role positioning,increasing the supply of public services,and improving the administrative supervision and management.The structure of the article is mainly divided into three parts.The first part is the first two chapters,which mainly combs the research significance,background,method,literature,concept,theory and other basic contents of the article,and clarifies the research space and the feasibility of the article.The second part is the third chapter,which mainly analyzes the positioning and necessity of government functions in the construction of regional brand of agricultural products,and clarifies the leading role and related functions of the government.The third part is the last three chapters,which is also the core part of the article.Taking the cherry regional brand construction in L County as an example,this paper analyzes the current situation of its construction,the performance and reasons of the absence of the government,and puts forward some countermeasures and suggestions.From the perspective of theory,the research on the performance of government functions in the construction of regional brand of agricultural products is still a new topic in China.There is a lot of space for scholars to study and explore.The research on this problem can provide effective reference for local governments in promoting the development of local agricultural industry.From the perspective of practice,the regional brand construction of agricultural products in China is in the initial stage,and there is still a big gap compared with many developed countries.The problems and reasons of L County Government in Cherry regional brand construction are universal,which can provide some thinking for the relevant local governments.