Research On Development Of Agricultural Product Regional Brand In Fujian

At present,The major decision is to vigorously promote structural reform of the agricultural supply side made by the central government,it is to adapt and guide the inevitable requirement of the new normal economic development,and it is also the key to solve the problem of agricultural development in our province.With the advancement of agricultural modernization awareness and brand competition,brand has become a core symbol of agricultural modernization,and is an important method of agricultural products to the international market and the inevitable trend.From the actual conditions in Fujian Province,not only to speed up the adjustment of product structure,vigorously develop the regional brand of agricultural products,but also the development of high value-added products,expand the individual consumption,so as to create a famous brand of agricultural products,further enhance the quality and efficiency.The creation of regional brand of agricultural products,not only to enhance the visibility of agricultural products,but also because of the formation of a new industrial chain,and promote local farmers employment,thereby promoting local economic growth.This paper is to study the development of regional brand of agricultural products in Fujian,starting from the concept of regional brand of agricultural products and the development of theoretical basis,drawing lessons from the research status at home and abroad,as an example for brand of Wuyishan tea industry development in Fujian,to make an analysis for Wuyishan tea industry regional brand development situation,expounds the present situation and advantages of Wuyishan tea industry brand development.And on this basis,using the method of literature research,expert interviews,field survey method,according to agricultural product regional brand building main body,government,enterprise,industry and peasant household,the paper combs out the influence factors of brand development of Wuyishan tea industry,and uses the DEMATEL method,and uses MATLAB software on the influence factors of screening,select the key factors.From the results,government(policy),enterprise(capital,technology,standardization and innovation),industry organization(operations management,industrial base,leading enterprises driving capacity)and farmer(quality),the four is the main factor to promote the brand development of Wuyishan tea industry.From the perspective of the four factors,puts forward the problems and shortcomings in the development of regional brand of agricultural products.On this basis,countermeasures and suggestions on the development of regional brand of agricultural products are putting forward.It makes a certain significance to promote the development and further enhance the competitiveness of regional brands of agricultural products in Fujian.