Research On The Strategy Of Optimizing Regional Brands Of Agricultural Products

The construction of regional brands of agricultural products in my country has shown obvious economic benefits in the local economic development and increase in farmers’ incomes,effectively promoting the prosperity of the regional industry and the modernization of the agricultural industry.In the context of supply-side reforms,consumers need more green and high-quality agricultural products.The formation of regional agricultural brands represents the quality of local agricultural products to a certain extent.Therefore,brand awareness has also become an important criterion for consumers to choose.Building agricultural product brands has not only become a market choice,but also the final result of industrial agglomeration after large-scale agricultural production.At present,there are a large number of geographical indication agricultural products in my country,and the categories are complex.Although there are already many well-known regional brands,a large number of geographical indications still have problems such as fuzzy brand positioning,inadequate publicity,and imperfect management mechanisms,and some have brand waste.In the other part of the situation,there are brand abuse and fraudulent use.The two diametrically opposite situations also directly affect the brand’s role.Because regional brands are the manifestations of regional culture,the government is an important subject of regional brand building for agricultural products.Different development models should be adopted at different stages of brand development.Government-led brand building will test the performance of government functions and industrial foundations.Weak regional governments can quickly stimulate the development of local economy through strong administrative means,market players,and quasi-market players.At this stage,there have been many classic government-led successful cases of promoting the development of agricultural products branding,showing The successful effect of the transformation of service-oriented government has given a smooth path to the development of agricultural product brands.This article takes the functions of each subject in Donghai County’s "Huangchuan Strawberry" brand construction as the main research object.First,it defines the concepts of agricultural product regional brands,agricultural product geographical indications,and agricultural product regional public brands,and expounds the East China Sea strawberry industry and its brands.The development history and status quo,analyze how the Huangchuan government guides industrial clusters and bred brands and what results have been achieved.While studying the brand building and operation measures of the government,cooperatives and leading enterprises,they have discovered their existing problems and reasons.The study found that industrial agglomeration is the foundation of brand formation.The government should play a leading role in the initial stage of regional brand building to introduce the development of characteristic industries.With the development of regional brands,it should gradually turn to the market.Through government regulation and guidance,in brand marketing In the process,we make efforts to comprehensively use new media and cultural and creative tourism methods,and market segmentation to give local connotations,so that brands can better differentiate similar products and better face modern consumers.Through the analysis of different subjects,the following optimization measures are proposed: First,improve the organizational structure and strengthen government functions;second,strengthen the internal brand building of cooperatives,establish an external support system,and third,strengthen marketing and optimize market positioning for leading companies.