Research On Yongjia Wheat Cake Rural Regional Brand Empowered By The Government

The report of the 20 th National Congress of the Communist Party of China emphasizes the comprehensive promotion of rural revitalization,the development of rural characteristic industries,and the expansion of channels for increasing farmers’ income and wealth.Realize the effective development of multiple agricultural functions and diverse rural values;Significantly improving farmers’ production and operation capabilities,employment skills,and quality,making the channels for increasing farmers’ income more diverse.Empowering rural regional brands by the government is a beneficial exploration to develop rural characteristic industries and promote industrial prosperity.Utilizing the benchmark role of regional brands in rural revitalization should play a leading,exemplary,and radiating role,in order to achieve quality agriculture,green agriculture,brand agriculture,and promote high-quality development of agriculture and rural areas.As the representative of the local food culture in Wenzhou,"Yongjia Wheat Cake" has a long history and profound folk foundation.The local government is committed to building it into a high-quality rural regional brand,so as to drive the coordinated development of urban and rural areas.The research starts from the policy,market and individual subjects,and comprehensively combs the development context of the regional characteristic industry of Yongjia wheat cake by means of field research.Based on its public product attribute,the research focuses on solving the problems.Starting from the perspective of vague regional brand positioning,development entering the bottleneck period,and lack of cultural and tourism integration and innovation,the research compares and analyzes relevant regional brand cases,so as to base itself on its own characteristics and regional advantages,Using the concept of differentiated development to reshape cognition,comprehensively optimize and empower the strategic planning,organizational management,talent construction,cultural and tourism integration,digital economy,etc.of Yongjia Wheat Cake development,provide direction,methods,and ideas for the government to guide the county’s characteristic economy,and provide certain reference for optimizing the industrial structure of urban and rural areas and developing distinctive rural regional brands.