Research On Problems And Countermeasures Of Regional Brand Construction Of Agricultural Products In Chengdu

In recent years,Chinese agriculture has developed rapidly,and the consumption demand of agricultural products has been increasing.Building regional brands of agricultural products is the only way for traditional agriculture to develop into modern agriculture,and it is also the powerful power to enhance market sales share of agricultural products,improve market competitiveness,and promote agricultural optimization and upgrading.Sichuan province is a big agricultural province.Chengdu is an important area of agricultural production development in Sichuan province.Accelerating the construction of regional brand construction of agricultural products in Chengdu is an important means to enhance the market competitiveness of agricultural products,enhance the enthusiasm of agricultural producers and promote farmers’ income,and it is also a powerful power to promote the development of agriculture in Chengdu to urban modern agriculture.Therefore,based on the production advantages of Chengdu,promoting the construction of regional brand of its agricultural products has a far-reaching impact on the development of agricultural economy in Chengdu.In this paper,relevant researches on regional brand construction of agricultural products at home and abroad were reviewed,and three concepts of regional brand construction of agricultural products,regional brand of agricultural products and regional brand construction of agricultural products were elaborated.Combining with the theory of agricultural industry cluster,brand marketing theory and consumer behavior theory,on the basis of introducing the development basis and construction status of Chengdu regional brand of agricultural products,This paper analyzes the problems and reasons in the four links of regional brand construction of agricultural products in Chengdu,and combines the typical cases of regional brand construction of agricultural products at home and abroad,and puts forward the countermeasures and suggestions suitable for regional brand construction of agricultural products in Chengdu.This paper takes the regional brand construction of agricultural products as the research theme.Firstly,through the first-hand data obtained from field research,questionnaire survey and interview,combined with the existing literature and materials,it reveals the current development status,existing problems and corresponding reasons of the regional brand of agricultural products in Chengdu.It is found that there are some problems in the regional brand construction of agricultural products in Chengdu,such as imperfect quality management system,insufficient brand image innovation,backward marketing methods and imperfect brand supervision system.Secondly,the typical cases of regional brand construction of agricultural products at home and abroad were explored by case analysis method,and the enlightenment suitable for the regional brand construction of agricultural products in Chengdu was analyzed.Finally,from the four links of brand construction,this paper puts forward countermeasures and suggestions for Chengdu regional brand construction of agricultural products,including strengthening the quality and safety of agricultural products and increasing the added value of products.Brand precise positioning,innovative packaging and logo;Expand marketing channels and increase government investment;Strengthen brand law enforcement supervision,improve brand traceability system.