Study On Name-brand Agriculture Current Situation And Strategy In Longyan

Name-brand agriculture is based on the relevant quality standards system authentication, being registered trademarks; it also means higher market popularity and competitive, outstanding economic benefit in agriculture. With the improvement of people's living standard, more and more people become rich, therefore, they began to ask for high quality agricultural products. Recently, how to develop agricultural brand become an important requirement for the further development in agriculture. In recent years, developing name-brand agriculture is an effective way to develop agriculture in some cities. The agricultural resources in Longyan city is rich, therefore, developing name-brand agriculture has great significance to advance agricultural transformation and upgrade, improve agricultural development efficiency, and also promote the New Countryside Construction. This study can also provide some suggestions to the Longyan government.According to the name-brand agriculture development status and research both in China and abroad, the paper figured out the opportunities and challenges in Longyan name-brand agriculture development. Meanwhile, the paper the foundation of agricultural development, current situation and constraint factors for name-brand agriculture development in Longyan by literature, interviews, case analysis, questionnaire survey, SWOT analysis. Finally, the study revealed how to develop name-brand agriculture as follows:The government should play the leading role in name-brand agriculture construction; it also should enhance the co-operation between different agricultural products brand; in addition, strengthening the brand infrastructure and improving brand competitiveness is also very important; how to improve the quality standard of the agricultural products system and solid brand foundation of agriculture are also benefit the agricultural name-brand construction; educating the labors from the rural area can provide the human resources for name-brand agriculture development; carrying out brand striving activities can enhance brand awareness; to increase agricultural technology innovation and cultivate brand value-added are meaningful to agricultural name-brand construction; developing local special agricultural name-brand can make agriculture industry in Longyan more famous; finally, it should create Agricultural Economic Zone to construct the name-brand agriculture in Longyan.