Study On Brand Construction Of Agricultural Products In Anqiu City

Strengthening the brand building of agricultural products is a key factor in promoting agricultural transformation and efficiency enhancement and promoting agricultural development.This paper takes the Anqiu City of Shandong Province as the research object,based on the perspective of the construction subject of the government,leading agricultural enterprises,farmers' professional cooperation organizations,etc.,to study the issue of brand building of agricultural products.This article first investigated the distribution of agricultural products and the status of agricultural product branding in Anqiu City.Based on this,the government,leading agricultural enterprises,and farmers' professional cooperation organizations were inspected.The specific practices in the brand building of agricultural products were investigated.Find existing problems,draw on the experience of typical cases and put forward corresponding countermeasures and suggestions.Through research,the conclusion is: The positioning function of the Anqiu Municipal Government is to take the lead,guide,promote,encourage incentives,policy support and services;the positioning of the agricultural leading enterprises is the main force of brand building,taking the latest international and domestic brands Technical standards such as green,organic,and safety of agricultural products provide prompt and effective feedback to farmers and farmers' professional cooperatives.At the same time,they constantly update technology,processes,equipment,and management to ensure that the quality of branded agricultural products during processing is not a technical barrier to international trade.It is impeded that farmers' specialized cooperative organizations must respond to the establishment and implementation of agricultural product brands,that is,the quality of the products from the “sowing to harvesting” product.According to the problems existing in the main body of brand creation and their respective functions,the government is mainly responsible for strengthening the organization and leadership of the government,strengthening the external influence of the overall brand of agricultural products in Anqiu,establishing and improving the fair law enforcement requirements,quality standards,and supervision of the branded agricultural products.Management requirements,policy support system.Leading agricultural enterprises must establish a comprehensive brand marketing system,rely on external forces to carry out systematic training and guidance on brand building,increase the registration of enterprises' trademarks and patent applications,and establish an early warning mechanism for brand awareness of agricultural products for enterprises.The farmers' professional cooperation organizations must rely on external force to carry out systematic training in the knowledge of brand building of agricultural products,actively participate in various cooperative organizations,and implement family farm operations and real estate management of large sheds.All types of professional cooperative organizations must fully play their due role.