Research On Brand Agriculture Development Based On Family Farm

The Nineteenth National Congress put forward the strategy of rural rejuvenation,which is an important decision-making arrangement for the work of "agriculture,countryside and farmers",and a key measure to achieve poverty alleviation and to build a well-off society in an all-round way.To revitalize the countryside,to strengthen agriculture,to beautify the countryside,to enrich farmers,improving the quality of agricultural products is the key.2018 is the year of "Quality Promoting Agriculture",and brand is the most powerful guarantee for the quality of agricultural products.Developing brand agriculture vigorously is the focus and direction of agricultural production and management at the present stage.It is the inevitable requirement and important way for agricultural products to base themselves on local,national and international markets.It has great economic and social value for enhancing the popularity and competitiveness of agricultural products.In recent years,Shandong Province attaches great importance to the development of brand agriculture,and has issued a series of related policies of encouragement and support,especially to encourage the development of brand by new agricultural operators represented by family farms.The number of agricultural brands in Shandong Province is increasing,and the construction of brand agriculture has achieved certain results.However,there are still some problems,such as insufficient understanding of brand agriculture construction and low quality of brand,which restrict the further development of brand agriculture in Shandong Province.Based on this,this paper carries out some discussions and puts forward some feasible suggestions.This paper studies the development of brand agriculture from the perspective of family farms in Shandong Province.Starting from the related concepts and theoretical basis of brand agriculture,and drawing lessons from the relevant research at home and abroad,the development status of brand agriculture in Shandong Province is understood.On this basis,this paper uses literature method,field research method and other methods,starting with the statistical data of the family farm questionnaire,first carries out a general description and analysis of the recognition and participation degree of family farm brand agriculture,and then uses the binary discrete Logit model to analyze the influencing factors of family farm brand agriculture willingness.Through the results of this study,we can find that the educational level of family farmers,the number of agricultural training,whether it is a model family farm,the scale of family farm land,the awareness of brand agriculture,the necessity of creating brand agriculture,the ease of loan,the attention paid by local government to brand agriculture,the evaluation of brand agriculture and agriculture.The understanding of financial subsidies has a significant impact on the willingness of family farms to develop brand agriculture.Finally,this paper puts forward practical and effective countermeasures and suggestions from the three dimensions of government,market and family farm,which has a certain significance for promoting the development of brand agriculture in Shandong Province and further enhancing the competitiveness of brand agriculture in Shandong Province.