Regional Brand Building Of Agricultural Products And Research On Local Government Functions

Agriculture is the most basic industrial sector in the national economy, providing the most basic necessities and industrial raw materials in the process of national survival and development. For the majority of the agricultural population of China's economy, the development of agriculture on the country's development and the improvement of the living standards of farmers is essential. During the past 30 years,the development of agriculture in China has been in the stage of development of"rural support cities and agricultural nurturing industries". After 1978,agriculture changed its original development and began the process of self-development. After China's accession to the WTO, the development of agriculture has been facing fierce global competition. The main constraint factor of agriculture in this stage is demand constraint, which is the lack of supply of high quality agricultural products. The regional brand building of agricultural products is very important for the adjustment of agricultural structure and the transformation of agriculture, and it is also important to increase the added value of agricultural products and realize the modernization of agriculture. In the context of the rapid development of Internet technology, a key issue facing the development of agriculture is to explore how to enhance the traditional agricultural industry chain from the aspects of planning, production, sales, service and finance by means of Internet technology.The public nature of regional brands of agricultural products determines that their construction and development can not be achieved by any single subject, and rely on the joint efforts of all parties, especially for the government as a public subject, which is bound to play an important role in this process. Agricultural production process is strongly constrained by natural conditions, so the agricultural products brand building process has regional characteristics. As a specific policy makers and implementers,local governments play a leading role in the construction of agricultural products.This paper first expounds the concept of regional brand of agricultural products,introduces the connotation of government functions, the development of government function theory and the role of local government in China, and discusses the necessity of local government function in the process of regional brand building of agricultural products. Then, the paper takes Yuncheng apple regional brand construction as a typical case, analyzes the practice of local government function in the process of Yuncheng apple regional brand construction, and explores the factors that affect the further fulfillment of local government function in Yuncheng apple regional brand construction. Finally, the author puts forward the path of local government to further improve the brand building of Yuncheng apple.