| China is a large agricultural country,but at present,the degree of agricultural industrialization,modernization and scale,especially branding,is not high,the homogeneity of low-end agricultural products is serious,and there is a lack of "fist" agricultural products with good quality,excellent characteristics and strong competition.How to make agriculture bigger,stronger and better is the meaning of Rural Revitalization.In 2021,No.1 central document explicitly put forward "to further promote agricultural restructuring,promote cultivar excellence,quality improvement,brand building and standardized production".The construction of regional public brand of agricultural products is an important starting point for promoting agricultural and rural modernization,promoting the integration of primary,secondary and tertiary industries and the high-quality development of regional social economy.Yongxing County,Chenzhou City,Hunan Province,as one of the first batch of characteristic county economic key counties in Hunan Province,since the introduction and cultivation of Yongxing rock sugar in 1978,after years of cultivation and management,Yongxing rock sugar orange has successively won the honors of "China’s well-known trademark","China’s top ten famous oranges","Gold Award for products of central China(Hunan)Agricultural Expo" and "national geographical indication protection products",and has become one of the top ten agricultural regional public brands in Hunan Province.However,the popularity of "Yongxing rock sugar orange" is not high in the country and has not reached the brand effect of "calling China and going to the world".How to improve the popularity,reputation and market competitiveness of the regional public brand of "Yongxing rock sugar orange" under the background of Rural Revitalization Strategy is of great significance to promote the development of characteristic agriculture in Yongxing County and better integrate into the domestic circulation The new development pattern of mutual promotion of domestic and international double cycles is of great practical significance.This paper adopts the research methods of literature research,questionnaire survey,SWOT analysis and field research.On the basis of drawing lessons from the relevant theories of regional brand construction of agricultural products,this paper deeply analyzes the advantages,disadvantages,opportunities and challenges in the brand construction of "Yongxing rock sugar orange",visits and investigates various local public brand construction subjects,and conducts a questionnaire survey on brand consumers,This paper systematically analyzes the problems existing in the regional public brand construction of "Yongxing rock sugar orange",and puts forward targeted measures for the regional public brand construction of agricultural products,such as renewing the market concept,increasing the investment in brand construction,strengthening brand supervision and maintenance,promoting the co construction of regional brands and enterprise brands,expanding publicity and promotion channels,strengthening quality management and improving consumer satisfaction,so as to provide reference and reference for the regional public brand construction of other agricultural products. |
