The Study On The Paths And Operation Mechanisms Of Regional Brand Construction Of Agricultural Product

With the acceleration of the trend of economic globalization and regional economic integration, agricultural products in the international and domestic market competition will be more intense. Enhancing the competitiveness of agricultural products in countries and regions is a major strategy of agricultural development. Along with economic development, social progress, especially the income level and health consciousness constantly improve. The objective of agricultural products consumption is gradually changing to eat well, eat safety, and eat healthy. Therefore, the focus of agricultural product market competition for the twenty-first Century has changed from quantity and price into quality, security, and price etc.Brand is the symbol of variety, quality and safety of agricultural product, is the most important carrier of the characterization of agricultural product quality safety. In a sense, the future market competition is mainly agricultural products, brand and brand competition.Regional brand of agricultural products is the overall image of agricultural product variety, quality and safety properties in a region, is the integration and refinement of regional advantage agricultural products brand, and is the overall reflection of regional agriculture core competence. Therefore, while continuing to pay attention to a single brand and operation, more attention should be paid to the construction and operation of regional agricultural products brand at the same time.The quality and safety of agricultural products is the life of regional brand of agricultural products, agricultural products is a key index to measure the level of quality and brand. Because the object of agricultural production is complex, long cycle, and has many influencing factors of agricultural product quality safety, and the majority is non controllable, which is to ensure the quality and safety of agricultural products has become the biggest obstacle in the construction of regional brand of agricultural products. In addition, agricultural regional brand itself has characteristics of public property, externality, will cause the regional brand of agricultural products the lack of management main body, image promotion difficult and fall into the "lemon market" dilemma problems. And they made it to the development of regional brand of agricultural products in the operation of a huge obstacle.The construction of regional brand of agricultural products is a comprehensive, long-term, complex systematic project. It needs to do a good job of layout, selection, production, processing, storage, sales, and promotion of every aspect of the work. Construction and operation of regional brand of agricultural products must also consider agricultural production and brand building, the natural environment is the premise and foundation, the social environment is the key. Different industries, the construction ways and methods in different varieties and different regions are not identical. There are a large number of high qualities, rich variety of characteristics of agricultural resources in China’s vast western region, but has been a lack of regional brand with strong competitiveness in the international market. It seriously affects the area characteristic agriculture in the western economic benefit and farmer’s income. Therefore, extensive construction in the western region has a higher visibility of the regional brand of agricultural products is very necessary and important. In this regard, there are many successful experiences in the construction of regional brand of agricultural products in foreign countries and many of China’s developed eastern regions. It can be used for reference and learning, but can not copy. The natural environment and social environment of the western area are different from foreign and eastern developed regions. Advantages and existing problems are also not the same. Therefore, while in reference to foreign and the eastern region experience, it also needs to summarize unique method and path of agricultural products in the western region of the regional brand construction.This paper is based on the theory of regional agricultural products brand construction and operation, with "Pujiang Kiwi" case for the object. It summarizes the successful experience and the insufficiency of "Pujiang Kiwi" in the process of development from omnibearing. And it provides a useful reference for the western region of regional brand of agricultural products construction and operation.