Research On The Development Countermeasures Of Crayfish Brand In Nan County

The report of the 19 th National Congress of the CPC in 2017 pointed out that solving the problems concerning agriculture,rural areas and farmers must always be the primary task of the whole Party’s work,and the strategy of rural revitalization focusing on industrial revitalization must be carried out.For the development of regional public brand of agricultural products,the state has also issued a series of policies to support.In 2019,Nan County crayfish was awarded the public brand name for agricultural products with regional characteristics.In recent years,the Nan County County Party Committee and the county government have adopted a series of technical guidance measures,and have issued supporting policies and measures such as financial loans and promotion of festival activities,to promote the development of the crawfish industry in Nan County,to promote the economic development of the county and increase the income of farmers.In recent years,Nan County crayfish has made certain achievements in the scale and output of culture,ranking among the top three in the country.But the brand construction,the promotion and the management dynamics are insufficient,the brand effect is not obvious,the product added value is not high.Based on the macro-background of national rural revitalization strategy,this paper takes the crawfish industry in Nan County and the development of regional public brands in Nan County as the research object,and uses the methods of literature research,questionnaire,PEST,SWOT analysis,field research,etc.,based on the theory of brand building,this paper studies the history,current situation,advantages and disadvantages,opportunities and threats of the brand development of crawfish in Nan County.It is found that:(1)at present,the production and management of crawfish in Nan County are not willing to participate in the construction of public brand;(2)The crawfish in Nan County are lack of characteristics and the homogeneity of products in different regions is serious;(4)the public brand management system is not perfect.Based on the successful experience of brand development of hairy crabs in Hongze Lake and crayfish in Xuyi of Jiangsu Province,and from the perspectives of the government,trade associations and leading enterprises,this paper puts forward some ideas and countermeasures for the future development of crawfish brand in Nan County,which can be used for reference for other regions to study the construction of regional public brand.