Research On The Functions Of Local Governments In The Operation Of "Luochuan Apple" Brand

President Xi once pointed out: "The rural revitalization depends on industrial development,while the industrial development must have distinctive products." From the instructions of President Xi on the current development of rural industries,it is to call on the vast rural areas of China in the process of agricultural production activities,we must pay attention to characteristic agriculture,give play to agricultural advantages,and encourage agricultural branding.From the current goal of the Party Central Committee on rural reform,regional agricultural product branding will inevitably become the main content of implementing the rural revitalization strategy.However,as a complex and systematic project,agricultural product brand operation will be affected by many internal and external environmental factors,so it is necessary to further study it.This paper takes the function of county government in the operation of “Luochuan Apple” brand in Shaanxi Province as the main research object,and has made some in-depth problems in the operation and management process of “Luochuan Apple”,including the relevant functions of local government causing these problems.Research.First,elaborate on relevant theories,including the concept and characteristics of agricultural product regional brands,the operation of brands and the concept of “post-finishing” of agricultural industry,and the guarantees of brand management operation,industrial cluster theory,integrated brand communication theory,etc.Luochuan County Government Based on the theoretical basis of the function of regional brand operation in agricultural products,this paper analyzes the relationship between regional brand operation of agricultural products and local government functions,and introduces the status quo of Luochuan County government's function fulfillment in the brand operation of “Luochuan Apple”.Secondly,according to the current problems in the operation of Luochuan Apple,through the data analysis of the questionnaire,the corresponding county government functions have problems: the brand management system is not perfect,the “Luochuan Apple” brand market is chaotic;the market supervision is not In place,"Luochuan Apple" has a complex stakeholder relationship;policy and financial support are not concentrated,and the brand effect of Luochuan Apple is not big;"Luochuan Apple" has poor marketing effects and poor promotion and other four major problems.The third part analyzes the reasons why the government's functions in the “Luochuan Apple” brand operation are not fully utilized,including: the unclear functions of the brand management department,poor brand management,and the government's ability to control the complex environment of the agricultural product market needs to be improved.Supporting the asymmetry of supply and demand,the backward development of brand marketing,and the lack of awareness of brand promotion are four reasons.Finally,according to the reason analysis,the specific solutions are proposed: improve the regional brand management system of agricultural products,establish the brand of Luochuan apple banner;strengthen the supervision of regional brand market of agricultural products,unify the behavior of brand stakeholders;integrate and support regional brands,and play the positive effect of brand;“Luochuan Apple” integrated marketing and expanded brand promotion.