| The No.1 document in 2023 emphasizes that the process of agricultural modernization should be promoted in an all-round way,effective support should be given to poor areas,and the establishment of regional public brands of agricultural products should be supported in poverty-stricken areas,so as to enhance the brand awareness and influence.The establishment of this strategy prompts the functional departments of the government to attach great importance to agricultural products,thus producing brand effect.In recent years,Lianyungang City of Jiangsu Province under the support of relevant national policies,the regional public brand of agricultural products has made great progress.In this context,this paper combines theory and demonstration,takes Huangchuan Town as the research area,takes Huangchuan strawberry as the research object of regional public brand of agricultural products,and makes an in-depth study of its development status,influencing factors and existing problems.The present construction status of public brand in Huangchuan strawberry region was analyzed.Based on the research of domestic and foreign scholars on the regional public brand of agricultural products,the current situation of Huangchuan town strawberry industry,brand development history,planting area,rising trend of output value and policy documents were studied and sorted out,and the current development situation of Huangchuan strawberry was clarified.This study made a field visit to Huangchuan town to understand the current construction situation of Huangchuan strawberry,and used literature research method and structural equation model to deeply analyze the existing problems and influencing factors of Huangchuan strawberry.The specific conclusions are as follows:(1)Strawberry planting area in Huangchuan increased year by year;Strawberry market demand is large;Brand output value increases year by year.(2)Problems existing in the construction of Huangchuan strawberry regional public brand: first,product quality is affected by fake and shoddy products;Second,the lack of government support in the construction process;Third,the lack of brand building consciousness;Fourth,the lack of operational capacity.(3)The analysis results of the influential factors of brand building show that the strengthening of government support,the faster the level of industrial development,the stronger the ability of industrial operation,the higher the level of brand building and the stronger the awareness of brand building can have a positive effect on brand building.In strawberry itself,product quality and origin image will also have an impact on brand building.Successful brand building experience at home and abroad.In order to facilitate comparison,this paper selected successful regional public brand cases of agricultural products at home and abroad,such as "California Sunkist orange","Tochigi strawberry","Jiapei Kiwifruit" and domestic "Lishui Mountain cultivation","Tiancai Hetao","Jiangxi navel orange" cases.On this basis,the successful experience and practice of regional public brand construction of agricultural products are summarized.Finally,based on the previous studies,this paper puts forward some construction countermeasures in line with the local development of Huangchuan region.The competitiveness and overall level of the agricultural industry in this region should be further enhanced from the aspects of strengthening supervision,improving government support,establishing brand building awareness and strengthening marketing and publicity mode. |
