Research On The Construction Of Regional Public Brand Of“Cangnongyipin”

The three rural issues have long been the core social issues that the government has paid attention to.Rural revitalization depends on industry,and industry revitalization depends on brand.Brand-strengthening agriculture is to promote the construction of regional public brands of agricultural products.Cangnan County further promotes the revitalization of agricultural brands,and strives to build the overall image of the regional public brand of "Cangnong Yipin" agricultural products by building brands,improving quality,expanding channels,industrial integration,brand operation and publicity and promotion.However,at present,the brand is still in the initial stage of development,the brand awareness is low,the market response is small,and the quality of agricultural products and market satisfaction fluctuate greatly.Therefore,studying how to further improve the value of Cangnong Yipin’s regional public brand and enhance brand competitiveness has become a key issue for the healthy and sustainable development of Cangnan County’s agriculture.This paper focuses on the analysis of the regional public brand of Cangnong Yipin,using literature reading,questionnaire survey,case analysis and other research methods to explore the construction status,problems and solutions of Cangnong Yipin,and finds that Cangnong Yipin regional public brand Brand building has problems such as weak awareness of brand development,weak government support,lack of brand marketing channels,and lack of deep cultural connotation.And in the following,I will elaborate on the specific case of "Cangnong Yipin" regional public brand construction-Zhongkui Village,Cangnan County,and summarize the experience of Cangnong Yipin regional brand building.Then,it discusses the creation process and enlightenment of the regional public brand of "Lishui Shangong" agricultural products,and puts forward targeted rectification measures for the healthy development of Cangnong Yipin’s regional public brand.For example: strengthen standardized management of brands,increase quality supervision,ensure the accuracy and authority of "Cangnong Yipin" certification;improve the brand promotion of "Cangnong Yipin" and strengthen brand marketing;enhance brand cultural heritage and promote "Cangnong Yipin" Cultural and creative development of "Yipin" agricultural products;cultivating and supporting Cangnan County’s leading agricultural enterprises to promote the development of agricultural industrial clusters;promoting agricultural scientific and technological innovation,optimizing and enhancing the "Cangnong Yipin" brand.Through a sound operation and management mechanism,the regional public brand of Cangnan agricultural products is expected to achieve the goal of agricultural modernization and enhance the overall strength of Cangnan County’s agricultural economy.