Research On The Construction Of Regional Brand Of Agricultural Products In Bazhong City

The Ninth Party Congress put forward the “rejuvenation strategy for rural areas” and called for the local authorities to firmly establish new development concepts,use the strategic plan for the rejuvenation of villages as the overall plan of action,and continuously push forward the structural reform of the supply side of agriculture.It is required that all localities pay attention to the development of the agricultural industry,internal control,and the improvement of the quality of agricultural products.Externally,we must adhere to the shaping of agricultural brands.To create a batch of branded agricultural products with high product quality,good product reputation and strong market competitiveness,to achieve agricultural development to increase quality and efficiency.With the overall development of economy and society in Bazhong City,the market competition of agricultural products has gone from simple product competition and labor competition to the competition of brand values.Brand building has been put on the historical agenda,and agricultural regional brands have been developed and established as Bazhong City Structure,steady growth,and important measures to promote the development of the primary industry.This article,through repeated visits to Bazhong City,on the basis of in-depth research conducted by the business owners of Bazhong City's agri-food enterprises and 300 agricultural product consumers,incorporates relevant issues provided by the Bazhong Municipal Party Committee,the Municipal Government,and the Agricultural Bureau.Not limited to "Bazhong City to play a brand leading role in promoting supply and demand structure upgrade implementation plan" and "“Bashi Bashi food" regional public brand "2017 brand promotion and construction year plan" implementation plan and other documents.In response to the achievements and existing problems in the regional brand building of agricultural products in Bazhong City,a more in-depth study was conducted through macro-surveys and empirical studies,and the cause of regional brand formation of agricultural products in the region was modeled and analyzed.Research result:(1)The regional brand building of agricultural products in Bazhong City focused on the construction of a comprehensive brand for local agricultural products,“Ba Shi Ba Shi” in Bazhong City,and achieved remarkable results.The “Ba Shi Ba Shi” agricultural product regional brand gathered the agricultural product brands in the region.The degree reached over 80%.By the end of December 2017,the market value of “Ba Shi Ba Shi” brand was estimated to be nearly 900 million yuan,an increase of 40% year-on-year;the market competitiveness of agricultural products in Bazhong City has increased significantly,driving the entire industry chain.Development,Bazhong City,the overall economic benefits of agricultural development,compared with 2015,as of December 2017,the overall economic benefits of agriculture increased by more than 35 percentage points.(2)The most effective policy for regional brand building of agricultural products in Bazhong City is to build a basic organization system for the “Bashi Bashi food”,a public brand for comprehensive agricultural products,to implement joint construction,and to integrate the brand building of agricultural products in Bazhong City.Decentralized forces in the market were packaged and grouped together to create a co-construction of regional brands for agricultural products.Bazhong City,the regional brand building of agricultural products will focus on the next: model innovation,mechanism innovation,path innovation,idea innovation and matching innovation.(3)Through sufficient empirical evidence,this paper concludes that the main factors affecting the regional brand building of agricultural products in Bazhong City are: regional environment,market awareness,corporate behavior and government functions.Among them,the regional environment has the greatest impact.For every additional unit in the regional environment,the brand increases by 0.689.The regional environmental factor is the basis for the establishment and construction of the regional brand of agricultural products in Bazhong City.At the same time,from the survey results and model analysis,in the process of regional brand building of agricultural products in Bazhong City,the influence of government functions and corporate behavior on the brand is still insufficient,and there is still more room for development on specific policies and measures.In view of the problems existing in regional brand building of agricultural products in Bazhong City,this paper uses the three theories of “regional brand theory”,“public product theory” and “brand marketing theory” as the basis to propose policy recommendations from the following seven aspects in order to provide a basis for Pakistan.To provide reference and reference for the optimization and sustainable development of the regional branding of agricultural products in Central City:(1)Strengthen the work of agricultural resources and ecological protection;(2)Improve the regional brand construction and management system of agricultural products;(3)Formulate regional brand building strategies for agricultural products;4)Enhance the investment in the regional brand building of agricultural products;(5)Establish a regional brand industrial service system for agricultural products;(6)Improve the regional brand protection system for agricultural products;(7)Integrate regional branding of agricultural products for external communication.