Research On The Construction Of Regional Public Brand Of Agricultural Products

The construction of regional public brands for agricultural products is an effective means to promote high-quality agricultural development,extend the industrial chain,enhance the value chain,create a supply chain and promote the structural reform on the supply-side of agriculture.The No.1 Document of the Central Government explicitly calls for promoting the construction of regional public brands of agricultural products.As an important part of consolidating the results of poverty eradication and promoting rural revitalization,the construction of regional public brands of agricultural products has ushered in unprecedented development opportunities and shown rapid development.This paper takes the construction of the regional public brand of Wen County iron-stick yam as the research object,through the comprehensive use of literature analysis,survey research and case study analysis and other research methods,combined with regional economic theory,comparative advantage theory,competitive advantage theory and public goods theory and other theoretical bases,the current situation of the brand construction of the research object is sorted out and summarized.Through in-depth research and analysis,it is believed that in the process of cultivating the regional public brand of Wen County iron-stick yam,it is faced with such difficulties as low credibility of the regional brand,difficulties in upgrading the planting scale,weak brand publicity,insufficient quality improvement of the product extension chain,insufficient entrepreneurial and innovative power and other difficult issues.By further analysing and exploring the constraints faced by the construction of the regional communal brand of Wen County iron-stick yam,such as the lack of supervision and grading,the constraints of the traditional seeding and marketing model,insufficient investment in brand publicity,insufficient refinement of brand culture and the lack of professional practitioners.Through the analysis of two typical cases of regional public brand building,namely Wuchang rice and Washington apples,the typical practices and experiences of the cases are summarised,and suggestions are made to improve the brand building mechanism by government leadership,enhance the scale and quality of the brand by scientific and technological empowerment,mobilise resources to increase investment in brand building,deepen the connotation of brand value by industrial integration and strengthen the guidance to optimise the brand building environment.The research can enrich and expand the research related to the construction of regional public brands of agricultural products,provide policy suggestions for the construction and cultivation of similar brands,and analyse the contradictory problems in the construction and cultivation of Wen County iron-stick yam as an example,and research and propose suggestions to provide a basis for decision-making for relevant departments,as well as provide solutions and reference models for the construction of regional public brands of similar agricultural products.