The Research On The Brand Construction Of One Village One Product In Shaanxi Province

Agriculture is in a bas ic strategic position in the socio-economic development of our country.The development of modern agriculture and the establishment of agricultural brand system,have very important significance for promoting agricultural development and enhance the international competitiveness of agriculture.One Village One Product(OVOP)is the basic work of construction agriculture brand.The top-level design and model innovation,to achieve brand construction upgrades in OVOP,which become an important task of the development of modern agriculture and improve agricultural competitiveness,since this would boost th e supply side reforms in agriculture and enhance international competitiveness.This research is aimed at the strategic needs of the development and upgrading of OVOP in Shaanxi province.This article analyzed and refined the related agricultural brand construction and development data in the intern ational,domestic and Shaanxi provinces,and the related data were collected.And also,s pot investigation had b een conducted on 50 pilot villages,especially the brand awareness inve stigation of OVOP in these 50 pilot villages.Accordingly,development strategies and co mposition were proposed ab out how to break through the bottleneck on the brand construc tion and achieve upgrade development of OVOP in Shaanxi Province.The results obtained in this study were as follows.1.The brand construction st atus of OVOP in Shaanxi Province was analyzed.The brand types,geographical dist ribution and developm ent scale were indicated.The brand major development models were proven,incl uding leading enterpri ses driven,service organization driven,resource characteristics promotion,leisure agriculture integration,as well as basic construction achievements.2.The realistic factors that restrict OVOP brand development in Shaanxi Province have been revealed,including lim itations of people a nd the environment,less big brands,general market performance and lower market acceptance and activity.3.Based on the status and re straining factors,the proposal of brand construction and development of OVOP during "13th Five-Year" period was put forward,which are to increase capital investment and improve environmental hardware conditions,to strengthen intellectual support and enhance the brand developm ent of soft power,to prom ote the upgrading of industrial chain and enhance the connotation of agricultural bra nds,to adhere to sustainable development and establish a solid brand loyalty,to build a large publicity pattern and enhance the brand market value.The research shows that brand construction and development of OVOP is an im portant way to realize the structural reform of agricultural supply side,and also,that is an important guarantee for the developm ent of rural economy in Shaanxi Province.Boosting the supply side reform of agricultural products in the pe rspective of brand constru ction,can accelerate the formation of a new agricu lture pattern of h igh efficiency in resource utilization,stable ecosystem,good origin environment,and high quality and safety of product in Shaanxi Provinces.