Research On Regional Brand Construction Path Of Agricultural Products

With the access of our country into the World Trade Organization,China's agricultural production is facing increasingly fierce global competition.At the same time,with the development of China's economy,the level of agricultural product consumption demand of Chinese residents has further improved.Under such a dual background,the quality of China's agricultural production is not high,and the problem of lack of quality brands is increasingly exposed.Brand is the symbol of quality,quality and safety of agricultural products.It is the most important carrier for characterizing agricultural product quality and safety information.Building brand is one of the important means to promote agricultural scale,standardization,industrialization and marketization.As a new idea of agricultural product brand building,the regional brand of agricultural products is the overall image and generalization of the attributes,quality,and safety of agricultural products in a region.It is the overall embodiment of the core competitiveness of regional agriculture,and it has more than a single brand.Strong economies of scale.Therefore,building regional brands of agricultural products is of great significance for improving the competitiveness of China's agricultural production and improving the status quo of lack of quality brands.In order to explore the development path of regional brand building of agricultural products.This paper based on the theory of origin effect,the particularity of agricultural production and the theory of brand life cycle.Take the brand construction of tea area in Nanchuan District of Chongqing as an example.Through the field research,we do Questionnaires on 69 large-scale tea operators in Nanchuan District.,and have Semi-structured interviews with 9 heads of business entities,1 former collective tea factory director,3 tea farmers and Nanchuan District Agriculture Committee.This paper comprehensive understand the development history of tea branding in Nanchuan District,and summarizing the construction path of tea regional brands in Nanchuan District.On this basis,the article further deepens,discusses the promotion mechanism of regional brand construction of agricultural products,the evolution mechanism of different stages and the relationship and role between different propulsion entities,and finally summarizes the regional brand construction path of agricultural products.The conclusion of this paper includes the following points.First,the process of regional brand building of agricultural products is divided into four parts: Incubation period,sprouting period,formative periodand long-term growth period.Second,the construction of regional brand of agricultural products needs the coordinated promotion of farmers,enterprises,industry associations and governments under the joint action of interest mechanism,competition and cooperation mechanism,marketing mechanism and supervision mechanism.Third,in the different stages of regional brand building of agricultural products,The government is in dominant position,overall impetus is the strongest;Industry associations and enterprises followed;And farmers as the most basic force are in the last place.This article has four suggestions: strengthen support for the production of agricultural products with regional advantages;strengthen the support and guidance for agricultural industrial clusters;strengthen the guidance of brand building and realize regional brand integration of agricultural products;strengthen the operation and management of regional brands of agricultural products.