Research On Brand Agricultural Financing In Raoyang County From The Perspective Of Supply Chain Finance

The 19 th CPC national congress put forward the strategy of rural revitalization,which clearly pointed out that we should accelerate the construction of brand agriculture,accelerate the reform of agricultural supply side structure,and realize the transformation from traditional agriculture to modern agriculture.At the same time,also can improve the market competitiveness of agricultural products,drive the development of rural economy,promote the employment and income of farmers,and accelerate the process of urbanization.Brand agriculture has the characteristics of standardization and industrialization.Introduce advanced R&D and production technology,brand marketing means,professional talents,etc.At the same time,carry out deep processing or packaging of agricultural products,increase the added value of agricultural products,and develop agriculture in a new way.These are inseparable from financial support,need to invest a huge amount of construction funds.Raoyang County,as a large agricultural county,has been a state-level poverty-stricken county for six consecutive years.In April 2018,Raoyang County just got rid of poverty and took off its hat.This paper investigates the current situation of brand agriculture construction and financing in Raoyang County by means of questionnaire,interview and field observation,and finds that the brand agriculture construction in Raoyang County is still in the primary stage.There are some problems such as lack of brand awareness among agricultural producers,small scale of enterprises,inadequate publicity,etc.At the same time,brand agriculture producers also encounter financial support for brand agriculture.The difficulties of insufficient industrial capital and unreasonable structure,inadequate policy implementation and inadequate support from financial institutions,etc.In order to solve the current financing difficulties and promote the development of Raoyang brand agriculture,this paper introduces the supply chain financial model from a new perspective.From the point of view of theory and practice,this paper expounds that supply chain finance is suitable for solving the financing dilemma of Raoyang County's brand agriculture.Then,taking Raoyang Facility Grape as an example,the scheme design of supply chain finance mode was carried out.Finally,the paper puts forward the guarantee measures of implementing the supply chain financial model in Raoyang County's brand agriculture.This article is divided into five chapters:The first chapter is the introduction,which mainly introduces the policy,economic environment,research trends in related fields at home and abroad,as well as the ideas and research methods of this paper.The second chapter is the theoretical basis.This paper mainly defines the connotation of brand agriculture and supply chain finance,and introduces the theoretical basis of supply chain finance,such as information asymmetry theory,transaction cost theory,self-compensating trade financing theory,as well as the financing theory of priority financing theory and credit rationing theory.The third chapter is the raoyang county brand agriculture construction and the financing present situation investigation.This paper mainly analyzes the current situation of brand agriculture construction in raoyang county and the difficulties in brand agriculture financing.The fourth chapter is to introduce agricultural supply chain finance to solve Raoyang brand agricultural financing dilemma.Firstly,the matching analysis of supply chain finance and brand agriculture financing demand was carried out.Secondly,the applicability of implementing supply chain finance in Raoyang County is expounded.Finally,taking Raoyang Facility Grape as an example,the design of supply chain finance scheme is carried out,including operation process design,risk management system design and interest linkage mechanism design.Chapter 5 puts forward the guarantee measures of implementing supply chain finance in Raoyang Brand Agriculture from the levels of government,financial institutions and enterprises.