Research On The Construction Of “Xiaochang Prince Rice” Regional Public Brand

With the introduction of the strategy of a strong agricultural country,the branding development of agricultural products has entered a new stage.Since China has entered a new era of brand economy,the construction of regional public brands of agricultural products has also been regarded as the general grasp of China’s transformation from a large agricultural country to a strong agricultural country,as well as an inevitable requirement for the development of agricultural modernization and the growth of regional economic benefits.In order to promote the modernization of the county’s agriculture and the growth of the regional economy,Xiaochang County has been implementing the "Xiaochang Prince Rice" regional public brand construction project.As the first of the four major industrial chains in Xiaochang County,Xiaochang Prince Rice has been an "empty name" for quite some time and has not played a leading role in the development of the regional economy.In order to change this situation,Xiaochang County adheres to the principle of "branding is industrial prosperity,industrial prosperity is rural prosperity",accelerates the construction of regional public brand of Xiaochang prince rice,based on the unified and integrated brand of the whole county,and is committed to making "Xiaochang prince rice" into a province-wide and even national We are committed to making "Xiaochang Prince Rice" a well-known regional public brand in the province and even in the country,thus helping to revitalize the countryside.This paper presents an in-depth analysis of the construction of the "Xiaochang Prince Rice" regional common brand through field visits to the Xiaochang County Agricultural Technology Promotion Centre,the Xiaochang County E-Commerce Industrial Park,the Xiaochang Prince Rice Boutique,the Luguan Village in Zougang Town and the Lulin Village in Zhouxiang Town,combined with theories related to brand construction.The analysis found that due to the lack of professional knowledge and construction experience of the government and enterprises,problems such as unclear brand positioning,lack of differentiation of brand products,insufficient brand cultural connotation,insufficient brand communication and disorganised packaging of brand products have emerged during the construction of the regional common brand of Xiaochang prince rice,hindering the healthy development of the brand.In this study,it is suggested that the regional public brand of Xiaochang Prince Rice should be improved by forming a professional team to carry out brand strategy planning,clarifying product positioning to develop the middle and high-end market,making full use of brand culture to create differentiation,increasing the use of new media to broaden sales channels and promoting industrial integration.