The Research On The Development Of The Regional Brand Of Agricultural Products In Henan Province

A brand could be a kind of name,term,sign,symbol,pattern,or their combination,identified with the product or service that a company offers to consumers and distinguished from others.The regional brand of agricultural products is a special brand which could be an easy-to-identify agricultural product symbol named by the administrative region in the condition of natural resources and cultural customs.The building and development of regional brands of agricultural products are closely related to the development of regional agriculture.China is a big country in agriculture from time immemorial.Agriculture has always been the lifeblood of the national economy in China and it is directly related to the social stability and development.It is emphasized in The 19 th CPC National Congress that the issues of agriculture,rural areas and farmers is related to the fundamentals of the national economy and the people's livelihood,and it is also pointed out that the agricultural development and rural construction must be improved,the supporting for agriculture must be boosted,the production quality and market competitiveness of agricultural products must be increased.With the goal of improving the quality of agricultural products and strengthening the brand of agricultural products,the quality of the agriculture product should be put first,and the publicity of the brand of agricultural products and the deep processing should be given attention to promote the standardization and modernization of agricultural products production and processing.With the regional brand of agricultural products the advantages of natural resources and agricultural features of a region are highlighted,and the regional brand is also a concentrated expression of the quality and reputation of local agricultural products.Different from the corporate brands and geographical indications of agricultural products,the regional brand of agricultural products is a kind of public intangible assets.And the regional brand has the public belonging property and is owned and used by all agricultural product management subject including enterprises and self-employed entrepreneurs in this area.Therefore,it cannot be trading in the market.Both the government and the agricultural product management subject should increase the brand effect of the regional brand of agricultural products through the promotion of the regional brand,enhance the reputation and market competitiveness of the agricultural products,accelerate the clustering of regional agricultural industries,increase the income of farmers,and drive the regional economy.As a traditional agricultural province in China,Henan Province has unique advantages in natural resources,history and culture,and it could provide excellent conditions for the development of regional brands of agricultural products with a vast territory and species-rich.However,there are still many problems in the regional brand development of agricultural products in Henan province.Taking the Xinyang Maojian for example,this thesis is designed to put forward some suggestions for the solution of the Xinyang Maojian regional brand issues and the development of regional brands of agricultural products in Henan Province by studying the advantages and disadvantages of regional brands in Henan Province,and further analyzing the major problems and contradictions in the development of regional brands,and then drawing on the successful experience of Japan in brand agriculture development.First of all,this thesis introduces the realistic background and theoretical background,and then proposes the problem.With the background of the vigorous promotion of agricultural modernization,this thesis further studies and analyzes the development status and development prospects of regional brands of agricultural products in Henan Province,and points out its outstanding problems based on the existing research theories of regional brands of agricultural products at home and abroad,and then puts forward feasible solutions to promote its healthy development.Then,through the introduction and comparison of the related concepts and theories of the regional brands of agricultural products,it is pointed out that the regional brands of agricultural products have a positive role in promoting the development of regional agriculture and demonstrate the practical significance of the research.For another,By means of literature review,case analysis,questionnaire survey field interviews,and other methods,this thesis research and analysis in-depth the status quo and problems of regional brand development of agricultural products in Henan Province.There are many kinds of well-known regionals brands of agricultural products in Henan Province.The local government supports strong the development of those brands,and the development of those brands improves the development of local economics.However,there are also lots of problem with the development of regionals brand.For example,the quality of regional agricultural products is uneven,and the brand awareness of business entity is not strong.The means to promote and promote the brand is grave shortage,and the contents of science and technology is relatively low,and so on.Then,taking the Xinyang Maojian regional brand as an example to introduce its development status and existing problems,this thesis provides a few pieces of advice for the sound development of Xinyang Maojian combining with the implementation of Japan's "brand agriculture" strategy and drawing on the successful experience of the establishment and development of the Japanese high-quality agricultural product brand.Finally,this thesis proposes several suggestions to promote the healthy and orderly development of regional brands of agricultural products in Henan Province in terms of quality assurance of agricultural products,publicity promotion of regional branding of agricultural products,giving full play to the government's guidance and support role,and strengthening the role of leading enterprises and other organizations in the development of regional brands of agricultural products.