Study On Regional Brand Competitiveness Of Agricultural Products Under Rural Revitalization Strategy

With the opening of the 19 th National Congress of the Communist Party of China,the rural vitalization strategy was rolled out in an all-round way.The core purpose of rural revitalization is industrial revitalization.From 2019 to 2022,the spirit of the No.1 Document of the Central Government for four consecutive years has instructed: Develop agricultural industry based on the region and build regional brands of agricultural products.The coherence of the policy gave the space of regional brand development of agricultural products.Strategically,determine the importance of developing agricultural industry based on regional layout and building characteristic agricultural brand.In terms of implementation,it is clear to open three levels of regional,enterprise and product to develop brand development pattern,establish a brand evaluation system for evaluating brand competitiveness,and thoroughly implement the goal of promoting agricultural development with brand and realizing the goal of promoting agricultural income with brand.The No.2 document of state Development in 2022 pointed out that Guizhou should dare to break new ground in the development of western China in the new era,deeply implement the strategy of strengthening agriculture with brands,build regional brands of agricultural products,and make regional brands of agricultural products competitive.Guizhou province is taking the whole strength to build Xiuwen kiwi fruit regional brand,improve the regional brand competitiveness of Xiuwen kiwi fruit.Through practical research,this manuscript intended to understand Xiuwen kiwi fruit regional brand competitiveness development status;A questionnaire survey was conducted to extract 22 targeted indicators of brand product power,brand communication power,brand market power and brand innovation power.By using AHP and fuzzy comprehensive evaluation method to evaluate and analyze the regional brand competitiveness of Xiuwen kiwi fruit,the weight of four factors affecting the regional brand competitiveness of Xiuwen kiwi fruit was quantified.At the same time,the promotion strategy of regional brand competitiveness of foreign agricultural products was summarized.From the perspective of brand product power,brand communication power,brand market power,and brand innovation power respectively proposed Xiuwen kiwi fruit regional brand competitiveness promotion strategy.Then on the basis of the overall study,the characteristics of regional brand products,construction subject and other dimensions of content,so as to explore the promotion path of regional brand competitiveness of agricultural products.This paper hopes to explore new ideas and new methods for improving the regional brand competitiveness of agricultural products in China through the quantitative research on the regional brand competitiveness of Xiuwen Kiwi fruit,combined with the experience summary of excellent cases in the promotion of regional brand competitiveness of agricultural products in my country.The promotion of regional brand competitiveness of agricultural products has contributed some forces.