Research On The Brand Construction Of Agricultural Products Geographical Indication In Shangcheng County

In recent years,the No.1 central document of the Central Committee of the People’s Republic of China has successively put forward the relevant contents on supporting the development of agricultural products with geographical indications,carrying out brand building and strengthening the construction of agricultural products with geographical indications;In 2021,the China National Intellectual Property Administration issued the Notice on Organizing and Carrying out the Action of Geographical Indications to Promote Rural Revitalization,and in 2022,the Notice on the "Fourteenth Five Year Plan" for the Protection and Application of Geographical Indications,both emphasizing the need to strengthen the brand construction of geographical indications,strengthen the brand effect of geographical indications,and enhance the value and influence of geographical indications.Strengthening the construction of geographical indication brands for agricultural products is a positive response to the central government’s need to improve the quality of agricultural products and promote agricultural development.Shangcheng County is surrounded by mountains on three sides,with abundant rainfall and lush peaks,possessing high-quality natural resources for agricultural production.In recent years,adapting to local conditions and taking the cultivation and protection of geographical indications as a breakthrough,we have deeply implemented the "Trademark Enriching Farmers" project,focusing on cultivating and creating local well-known geographical indication brands to improve the quality of agricultural products and promote regional economic development.However,at present,the agricultural development in Shangcheng County is still in a relatively backward state,and the role of agricultural products with geographical indications in the market is not prominent.Few agricultural products have geographical indication labels on their packaging.Ultimately,the brand characteristics in geographical indication products have not yet formed,and there is still a long way to go in brand construction to solve the problems in the construction of agricultural product geographical indication brands in Shangcheng County,Innovating the development model of geographical indication brands,making agricultural products in the region more competitive in the market,improving brand efficiency,and achieving agricultural products going out of the market and out of the province have become urgent issues at present.This article takes the geographical indication of agricultural products in Shangcheng County as the research object,with the background of promoting rural revitalization and achieving regional economic development.It applies the theory of origin effect,competitive advantage,and information asymmetry,and uses questionnaire surveys and on-site visits to analyze the current situation and necessity of the construction of agricultural geographical indication brands in Shangcheng County,The main constraints on the construction of agricultural product geographical indication brands in Shangcheng County are the solidification of ideological concepts among producers and consumers,the lack of effective system planning,the lack of construction entities and standardized production support,low integration of brand and regional culture,and other social factors.And through the perspective of consumer purchasing,understand consumers’ awareness and consumption behavior of agricultural products with geographical indications in Shangcheng County.Finally,suggestions are provided for the construction of agricultural product geographical indication brands in Shangcheng County from the perspectives of geographical indication brand awareness,geographical indication brand supervision,geographical indication industry chain,geographical indication brand culture,and geographical indication brand promotion.A systematic and comprehensive path for the construction of agricultural product geographical indication brands is sought to meet people’s needs for high-quality agricultural products,achieve the branding development of agricultural product geographical indication,and leverage brand benefits,Achieve economic growth.