Research On The Government Behavior In The Construction Of Regional Brand

Regional brand is in a specific area to local government led, in local enterprises as the main body, the industrial cluster based on groups to create and maintain a common brand, is a regional economic prosperity to a certain extent the result. It can improve the regional visibility and influence, to promote regional economic development and social prosperity. The construction of regional brand, the territorial government role is the most important and irreplaceable, because of regional brand has the attribute group is transforming the pattern of economic area sound straategy. The construction of regional brand of agricultural products refers to the transformation of a common brand of agricultural products for the market competitiveness of the regional brand. It plays an important role in enhancing the competitiveness of agricultural products, the traditional agriculture to modern agriculture and solving the problems of agriculture.Wuhai has been known as "grape town", comparable to Turpan, Xinjiang, Bordeaux, France high quality grape production base, the domestic experts said Wuhai "China is a promising area of grape cultivation". Especially in recent years, Wuhai grape industry and Wine reputation is getting louder and louder, more and more influence. But the grape Wuhai brand development, there are some problems, such as brand awareness is not strong, initiative enthusiasm, brand marketing is not in place, such as lack of brand culture, the construction of regional brand of agricultural products far can not meet the regional advantages of industrial upgrading and regional economic development transformation, that in grape Wuhai regional brand contribution and local resource potential is very asymmetric, hindered the resource advantage into the pace of the market advantage. This regional advantages of brand, is conducive to enhance the yield and quality of grape and market competitiveness, to meet the needs of the continuous upgrading of consumers. Therefore, in-depth study of Wuhai grape brand and the effect is very necessary and significant.This article first through the understanding of similar domestic and foreign regional brand building and research the function of the local government. Afterwards, according to the actual situation of Wuhai, a brief introduction of grape Wuhai regional brand development present situation and the question, summarizes the present situation of Wuhai the government in building regional brand of grape to fulfill the functions of the, and induces the government to fulfill the functions of the existing problems, brand planning, expand the space for brand development, agricultural technology promotion of problem, market supervision, play the role of social strength and brand creation and promotion. To analyze this function defects. Finally, in view of the above problems, the proposed Wuhai City Government in building regional brand of grape improvement suggestions to government functions, develop brand development planning; integration of resources, broaden the space for brand development; strengthen the promotion of agricultural technology; strengthening market supervision; give full play to the role of social forces and step up publicity efforts, create a well-known brands. Actively promote the development of grape of regional brand, establish regional brand image, enhance brand value and influence to regional economy sustained, orderly and harmonious development.