Empirical Study On Influencing Factors Of Agricultural Products Brand Creation In Muling Family Farm

Accelerating the construction of agricultural products brand is a helpful way to improve the quality and safety of agricultural products and market competitiveness,promoting the traditional agriculture of modern agriculture change,and is conducive to agriculture and increase farmers' income.In nowadays,with the deepening of rural reform,brand agriculture has became the new growth point of modern agriculture,and it is necessary to accelerating the construction of the brand of agricultural products.As one of the main parts of agricultural operation,family farming plays an important role in the development of agricultural economy,so as to developing its brandagriculture,which is great significant to the healthy development of family farm.This paper is focus on researching the agricultural products brand by doing question naire survey,field res earch and key information,targeting Muling city with restricting factors.The analys is shows that until May 2017,the amount of registered the family farm in the city is 253,in which are included with 179 planting,59 animal husbandry industry,113 forestry industry and edible industry.The rapid development of family farm has significantly improved the agricultural scale and management level of muling city and promoted the increase of farmers' income.However as for the family farm,agricultural products brand creation lags behind,which has been registered for agricultural products brand of family farms accounted for only 25.00%,the main problem is the insufficient family farmers on agricultural product brand recognition,in the the same time,the attention from government is not enough.In the 160 samples surveyed,72 of them were willing to create a brand of agricultural products,which took for 45.00%,and 88 samples were willing for creating agricultu ral products,which are accounting for 55.00%.In the whole,the intention of the fam ily farm to create agricultural products is low;and it is urgent to raise the cognitive level of family farmers and improve their enthusiasm to create the brand of agricultural products.According to the results,the key factors restricting Muling city family farms create brand is mainly agricultural products brand awareness,brand of agricultural products to create earnings forecasts,agricultural products brand creation training times,whether for demonstrative family farm,degree of difficulty to bank loans,into the land contract duration,government departments of agricultural products brand to create value,etc.The above factors have significant influence on family farm brand creation.Aimed at restricting factors,reference in other parts of the agricultural products brand creation plan,Muling city is based on the actual situation,put forward to improve family farmers brand awareness,strengthen the agricultural products brand create organizational leadership,improve agricultural profitability,strengthening agricultural products brand creation training,support model family farms create agricultural products brand,strengthen financial support to the familyfarm,such as fixed number of year of the extended family farm land into countermeasures.