Research On The Government Function In The Brand Operation Of "Lishui Shangeng"

The implementation of agricultural products brand strategy is to adhere to the objective requirements of problem-oriented,is the only choice to improve the quality of agricultural supply.Building regional public brand of high quality agricultural products is an effective means to improve the quality of regional agricultural products,optimize the structure of agricultural production and ensure the increase of farmers' income.The ministry of agriculture has designated 2017 as the "year of agricultural brand promotion",in which regional public brand of agricultural products is the focus of construction;In 2019,the "no.1 document" of the central government devoted an entire chapter to the cultivation and promotion of agricultural brands,and encouraged the creation and application of agricultural brands with various characteristics such as "township brand" and "soil brand".At present,under the rural revitalization strategy,the vast majority of rural areas in China actively respond to the call of the party central committee,accelerate the development of ecological agriculture,cultural agriculture and tourism agriculture,from "food agriculture" to "brand agriculture".As the first prefecture-level brand of whole region,whole category and whole industry chain in China,"lishui shangeng" regional public utility brand of agricultural products has great influence in zhejiang province and even the whole country,and has achieved high economic and social benefits.However,with the development of economy and society in recent years and the increasing diversified demands of the people,the development of regional public brand of agricultural products in lishui shandeng is also faced with problems such as disaster of common land,difficulty in opening marketing market and poor brand operation.It is necessary to study the development of regional public brand of agricultural products of lishui mountain farming from the Angle of government function with the endorsement of government.The research object of this paper is the actual effect of the government function in the process of operating the regional public brand of agricultural products of Lishui shangeng,analyzing the functions of the government in each stage of the regional public brand construction of agricultural products of Lishui shangeng,and analyzing the brand effect in the early stage of Lishui shangeng.In depth analysis of the "Lishui shangeng" brand operation and management of potential deficiencies,as well as the problem-solving process in the role of the government.First of all,this paper introduces the meaning and characteristics of the regional public brand of agricultural products,therelevant theories of government functions and brand operation,focusing on the positioning of government functions in the construction of regional public brand of agricultural products.Secondly,it introduces the current situation of the government functions in the brand operation of Lishui shangeng,and analyzes the local government functions in the regional brand operation of agricultural products.Thirdly,in terms of top-level design,policy support,publicity and promotion,the paper puts forward the brand operation dilemma caused by the poor performance of government functions in the current "Lishui shangeng" regional public brand of agricultural products,and analyzes the corresponding reasons: unclear role positioning of brand operators,incongruous cooperation modes among the main bodies of the brand,lagged brand culture building,and no system of precision marketing Finally,according to the problems,we put forward suggestions to improve the functions of the government in the public brand operation of "Lishui shangeng" agricultural products area: to improve the industrial planning function,enhance the brand image;to improve the policy support function,enhance the brand value;to improve the publicity and promotion function,expand the brand marketing channels.