Study On The Construction Of Regional Public Brand Of Wuyuan County Agricultural Products

With the introduction of the central No.1 document,the country continues to promote the construction of the public brand of agricultural products.Especially after the national agricultural brand promotion conference,the national public brand construction upsurge is presented in the whole country,and the competition of agricultural products is becoming more and more fierce.Wuyuan County,as a large agricultural county,has rich resources of famous and distinctive agricultural products,and has the advantage of creating regional public brand of agricultural products.However,compared with other areas,the brand scale and market competitiveness of the agricultural products in Wuyuan County are relatively weak.Whether it is for local enterprises or farmers,it is urgent to build a regional public brand of agricultural products.Based on this,this article takes the agricultural products of Wuyuan County as the research object,and studies its regional public brand construction,in order to improve the status of local agricultural products in the product competition,provide guidance for the development of local enterprise brand and promote the development of regional economy.In this paper,the research methods such as agricultural economics,brand science and other theories and literature,investigation,whole analysis and case analysis are used to study the current situation,problems and Countermeasures of the regional public brand construction of the five original agricultural products.The main contents are as follows:1,a general analysis of the regional public brand of agricultural products.To understand the background and significance of public brand construction in agricultural products,through the analysis of domestic and foreign researchstatus and practice cases,draw experience and enlightenment,explain the concept and characteristics of the regional public brand of agricultural products,the geographical indications of agricultural products and the different regional public brand of agricultural products.2,through the analysis of the current situation of agricultural industry and regional public brand building in Wuyuan County,the problems in construction and development are summarized.3,in view of these problems,put forward the construction strategy of regional public brand of agricultural products in Wuyuan County.To determine the construction value and construction factors of the public brand of agricultural products in Wuyuan County,construct the cultural value of the agricultural products in Wuyuan County and make clear the brand positioning based on the core value of the brand,establish the name and propaganda slogan of the regional public brand of the agricultural products in Wuyuan County,and create the unique brand shape of the public brand of the agricultural products in Wuyuan County.Elephant,find a suitable communication strategy for public promotion and promotion of agricultural products in Wuyuan County.Through the study,we conclude that the public brand construction of agricultural products in Wuyuan County should make full use of local natural conditions and regional conditions to improve the competitiveness of local agricultural products,excavate the local cultural resources,improve brand positioning,identify brand image,and strengthen the spread of brand.