Research On Brand Development Of Fruits And Vegetables In Shandong Province

At present,the implementation of the structural reform of agricultural supply side is a major strategic decision made by the central government,which is the key to solving the problem of agricultural development and the inevitable requirement of the new normal of economic development.With the continuous advancement of agricultural marketization and modernization,people's income level has been greatly improved,and the development space of fruit and vegetable market has gradually increased.The brand development of fruit and vegetable products is the trend of the times.Improving the grade of fruit and vegetable products and strengthening the construction of fruit and vegetable products is the focus and direction of the production and management of fruit and vegetable products at the present stage.It is an important means and necessary requirement for the fruit and vegetable products to be based on the local and national and international markets.It has great economic and social value for improving the popularity of fruits and vegetables.In recent years,the Shandong provincial government attaches great importance to the role of brand on the structure adjustment of fruit and vegetable industry in Shandong and the improvement of farmers' income.Many brand construction related policies have been introduced,and some achievements have been made in the construction of fruit and vegetable brands.However,some problems such as lack of awareness of brand building and quality of fruit and vegetable products have limited the further development of fruit and vegetable brand in Shandong.Based on this,some discussions are made and some feasible suggestions are put forward.The first part of the paper describes the background and significance of the research,the status of research at home and abroad,research objectives and research content,research methods and technical routes.After that,the relevant concepts are introduced and scientific definition,and the related theories of fruit and vegetable products brand are syst ematically expounded.The main part of the article is to analyze the general situation of the development of the fruit and vegetable products in Shandong province.The basic situation of the fruit and vegetable products in Shandong province and the development status of the brand of fruit and vegetable products in Shandong province are summarized.On this basis,from the four levels of farmers,enterprises,industry and government,the influence factors of the development of fruit and vegetable products in Shandong are combed,and the influencing factors are sorted by the analytic hierarchy process.The analysis results show that capital investment,brand marketing decisions and brand positioning are the main factors to promote the development of Shandong's fruit and vegetable brand.With the development of two brands of "Jiaozhou cabbage" and "Qixia apple" as an example,this paper analyzes the problems existing in the development of fruit and vegetable products in Shandong Province,and then puts forward some countermeasures and suggestions to promote the development of fruit and vegetable products in Shandong,such as promoting brand value,improving brand quality,and optimizing brand evaluation,etc.It has a certain significance to promote the brand development of fruit and vegetable products in Shandong and further enhance the competitiveness of Shandong's fruit and vegetable brand.