Under The Background Of "three Products And One Standard",the Geographical Indication Brand Of “Xix Shiitake Mushroom” Is Proposed Research On Countermeasures

"Three products and one standard" is an important mark of the high-quality development of contemporary agricultural products,injecting new vitality into the production and processing of agricultural products,and providing new value space for the sales of agricultural products.The deep implementation of "three products and one standard" in agricultural production is an important way to realize China’s transformation from traditional agriculture to modern agriculture,from a big agricultural country to an agricultural power,and also an inevitable requirement to realize China’s green agriculture,quality agriculture and brand agriculture.Exploring the promotion strategy of geographical indication brand of agricultural products can not only solve the problems existing in the current geographical indication brand of agricultural products,but also mobilize the enthusiasm of agricultural production,promote the development of rural industry integration,and promote the realization of rural revitalization.In this paper,qualitative research method is used to discuss the construction of "Xixia Mushroom" geographical indication brand in Henan Province and its promotion strategy.Through its "brand source",namely raw material production;"Brand base",that is,processing and manufacturing;"Brand road",that is,brand building and merchandising;"Brand foundation",that is,industrial development and industrial integration and other processes of the investigation,pointed out the problems existing in each link;And stressed that it is these problems caused the "Xixia mushroom" geographical indication brand development dilemma.Then,from the key subjects that preside over or influence these processes,namely farmers,enterprises,industry associations and governments,the specific causes of the aforementioned problems are deeply analyzed.And according to these analyses,"production basis",namely based on the perspective of farmers;"Development momentum",that is,based on the perspective of enterprises;"Tap potential",that is,from the perspective of industry associations;"Reliable support" refers to the promotion strategy of "Xixia mushroom" geographical indication brand from the perspective of the government,hoping to provide reasonable suggestions and thinking for the development and integration of xixia county’s industrial economy and the development of other agricultural products geographical indication brand in China.