Research On Regional Public Brand Construction Of Qingyuan Chicken

The implementation of agricultural product brand strategy is the only way to realize agricultural modernization.Strengthening the construction of regional public brand of agricultural products is an effective means to revitalize regional economy,promote agricultural upgrading and drive farmers to increase their income.Qingyuan Chicken is the "Geographical indication product of China",which is the loudest name card of Qingyuan agriculture.In recent years,the Government of Qingyuan city and all walks of life attach great importance to the construction of regional public brand of Qingyuan Chicken.As the breeding area of Qingyuan Chicken is increasing,the quantity of market is increasing and the main body of brand construction of Qingyuan Chicken is increasing and its popularity is expanding.Although the construction of regional public brand of Qingyuan Chicken has achieved certain results,there are still some problems such as weak brand protection,weak brand effect and lax brand management.These problems restrict the development of Qingyuan Chicken industry and its brand,and affect the market development of Qingyuan Chicken brand.There is still a lot of room for the brand to improve its market share and competitiveness.This paper analyzes the related concepts of building agricultural products’ regional public brand,research review,research methods and other basic content.Based on the fundamental theories of brand marketing,brand building,public product and local legislation of agricultural products,the paper takes Qingyuan Chicken regional public brand as an example to make a concrete analysis.In this paper,through visits the aquaculture farmers and the units and staff of the industry associations,leading enterprises,farmers’ markets,government departments and provide the questionnaire to the main body of production and operation and the customer to find out the problems of Qingyuan Chicken brand,pointed out the specific causes of the problems,and put forward solutions and suggestions for the problems.Strengthen the legislative protection of brand,start the local legislative work of Qingyuan Chicken brand,carry out the legislation on Qingyuan Chicken brand,the provenance,the quality and other aspects,maintain the environment and the order of regional public brand establishment;Strengthen brand marketing management,accurately position the regional public brand of Qingyuan Chicken,excavate and inject the cultural connotation of Qingyuan Chicken,unify the brand packaging and quality standards,and implement standardized sales.Strengthen online and offline publicity,expand the influence of Qingyuan Chicken regional public brand.Strengthen the brand organization construction,clarify the main responsibility of regional public brand construction of Qingyuan Chicken,give full play to the role of government support,the promoting of the enterprises and the guidance of the association,and form a powerful creation force of the government,the association and the enterprises.