Study On The Promotion Of Brand Competitiveness Revitalization Of Iron Stick Yam In Wen County Under The Background Of Rural

As an important symbol of agricultural modernization,it is of g reat significance to carry out strong agriculture strategy deeply to promote the development of agricultural modernization and realize rural revitalization in an all-round way.Wen County iron Stick Yam,as a characteristic agricultural pr oduct of Henan Province,has been awarded three "national landmarks",includi ng C-ertificate of origin trademark,ecological origin protection and geographica l indi-cation,and obtained the certification of regional public brand of agricultu ral p-roducts.This not only promotes the overall economic development of Wen Co-unty,but also plays an important role in promoting the realization of poverty alleviation in Wen County and the consolidation and expansion of relevant achi-evements.At the same time,Wenxian iron stick Yam,as an agricultural product with the same origin of medicine and food,ushered in the policy opp ortunity of Henan Province to vigorously promote the development of products with the same origin of medicine and food.However,the brand development of Wenxian iron stick Yam still has some shortcomings,and further limits the promotion of its brand competitiveness.In this paper,through the analysis of the advantages and disadvantages of Wen County iron stick Yam brand competition,it is concluded that Wen County iron stick Yam has certain competitive advantages in industry and brand,but there are certain shortcomings in product innovation,sales channels,related products and brand promotion,policy promotion and brand force.Through further analysis of the causes,it is found that the related production and management main brand management level is low,the supervision force is insufficient, the brand culture construction is insufficient,the policy support system is not perfect,the production and management mode is not perfect and other factors limit the promotion of Wen County iron stick yam brand competitiveness.Secondly,based on the concept definition of agricultural brand competitiveness,regional public brand of agricultural products and related brand image evaluation model,and by referring to relevant references,this paper constructs the relevant evaluation index system from four aspects: regional elements,brand elements,product elements and supporting elements.At the same time,through the a nalytic hierarchy process and fuzzy comprehensive evaluation method,combined with the questionnaire research,the overall evaluation results of Wen County iron stick Yam brand competitiveness and the specific evaluation results of four elements.The final conclusion is that the overall evaluation result of the brand competitiveness of Wenxian Iron stick Yam is in the "good" level,which confirms that its brand construction has certain achievements,and the brand has certain advantages among similar products.At the same time,according to the specific evaluation results of the four elements,it is concluded that the brand competitiveness of Wen County iron stick Yam lacks in the development of supporting elements,and is in the "general" level.Through giving the evaluati-on results specific values,it is concluded that although the evaluation of the brand competitiveness of Wen County Iron stick Yam is in the "good" level,but there is still a large space for improvement from the "good" level,so it still needs to further improve its brand competitiveness.Finally,based on the analysis of the advantages and disadvantages of WenCounty Iron stick Yam brand competition,combined with the relevant evaluation results,and drawing lessons from the advanced experience of Pingyi Honeysuckle brand construction subject,the corresponding brand competitiveness enhancement countermeasures were proposed from the government,related production and management subjects,and industry associations.Strengthen the suppor ting role of the government from the three aspects of policy support,brand education and market system;improve the brand development level of relevant production and management subjects from the two aspects of "enterprise + far mer + cooperative" business model and sales channels;strengthen the leading role of the association from the two aspects of supervision and information service.In general,the promotion of the brand competitiveness of Wen County iron stick yam needs the joint maintenance and construction of relevant subjects in the region.