Research On The Role Of The Government In The Construction Of Regional Public Brands Of Agricultural Products

As the Chinese agricultural continues to develop,brand agriculture,gradually receiving more and more attention,has become a key link in implementing the strategy of rural revitalization.Due to the strong regional characteristics of agricultural products,the quality of agricultural products is closely correlated with the regional ecology and industrial environment.In the construction of agricultural brands,regional public brands of agricultural products with local characteristics are being created in an increasing number of regions.Currently,though the enthusiasm for constructing regional public brands of agricultural products is quite strong in various regions,yet the ability to cultivate public brands still remains relatively weak,and the construction of regional public brands of agricultural products in some regions is even caught in a stagnation.The development of brand agriculture is leading nationwide in Jining City,a base of agricultural products with national characteristics in China.In 2017,the Jining Municipal Government launched "Jining Lixiang" as a regional public brand of agricultural products to construct the overall image of Jining agricultural products.With the active measures and guidance of the local government,the brand awareness of "Jining Lixiang" has been continuously strengthened.Based on the new public management theory and taking "Jining Lixiang" as a typical case,this paper plan to analyze and discuss the role of the government in brand cultivation and operation,and put forward suggestions for further improving the efficiency and efficiency of brand creation.Based on an empirical study on "Jining Lixiang" as a brand,the role played by the government in building regional public brands of agricultural products was analyzed,the results of which show that the government has not only provided policy guidance,industrial support and public services in brand cultivation,but also offered quality supervision,market guidance and marketing promotion in brand operation;the government faces a series of problems in its role positioning,brand market positioning,trademark use,daily supervision and coordination,which have become the pain points remaining to be urgently addressed in the construction of regional public brands of agricultural products.To solve these problems,it is proposed that the government’s role should be improved in terms of management system,policy guidance,institutional norm,management ideas and administrative supervision,the cost of administrative operations should be reduced,the ability of regional public brands of agricultural products in responding to market risks should be enhanced,and the efficiency construction of regional public brands of agricultural products ought to be improved.By further improving the role of the government,the operation model of regional public brands of agricultural products can be optimized.