Research On Governmental Functions In Regional Brand Construction Of Agricultural Products

Regional brand of agricultural products is a brand with relatively high commercial value,the result of development of agricultural industry cluster,the brand of a specific geographical area,social public's general cognition of the regional core value,based on local famous and special agricultural products,with long humanistic and historical connotation,empowered with administrative or regional economic name,with relatively high popularity or reputation.It has been the inevitable trend of promoting industry transformation and upgrading and improving product quality to vigorously develop regional brands of agricultural products,May developed countries also pay high attention to and make great efforts to create regional brand of agricultural products.In recent years,consider improving the competitiveness of domestic agricultural products and meeting the “quality” needs of people toward agricultural products,our country has realized the importance of regional brand of agricultural products,and promoted it to a new strategic level.However,from the national level to local level,regional brand construction of agricultural products is still at its early stage,and the government is still exploring summarizing and studying on brand construction.Therefore,it is of great significance to study government's function in regional brand construction of agricultural products.This paper carries out case study on the function of government in the regional brand construction of agricultural products,and defines the leading role of government in the regional brand construction of agricultural products and role playing of Advocators,planners,supporters,managers,servant through analyzing the publicity and externality and other characteristics of regional brand of agricultural products.Besides,it takes Taizhou city as an example,puts implementation condition of government function into specific environment,analyzes the function implementation conditions of different levels of government in brand overall planning,policy support,supervision rules,service guidance,marketing promotion and other aspects,and problems like lack of top-level design for brand development,complete development mechanism,special management organizations,and inadequate supervision strength,single brand marketing and promotion channel,limited support measures,failed matching measures for brand construction.It proposes to strengthen policy support,complete infrastructure construction,complete talents cultivation mechanism,perfect supervision and management system to ensure the healthy and orderly development of regional brands of agricultural products.