Research On The Influencing Factors Of Regional Brand Development Of Geographical Indication Protection Products In Yunnan Province

In recent years,geographical indications have received more and more attention as an important part of regional economic development.According to the State Intellectual Property Office,as of June 2018,China has accumulated 2,359 geographical protection marks and related output value of more than one trillion yuan,which has become one of the important ways to develop local characteristic economy and implement accurate poverty alleviation.In the 2019 "Government Work Report",Premier Li Keqiang proposed the implementation of the GI agricultural product protection project,and pointed out that it is necessary to strengthen the protection of the origin and brand identity.As a major agricultural province in China,Yunnan has proposed a strategy of “three cards” in 2018,namely “green energy brand”,“green food brand” and “healthy life destination card”,while geographical indication protection is realized.An important way for Yunnan's agricultural transformation and high-quality development.Geographical indications are trademarks used to prove that a product originates from a certain region.The unique quality and reputation of the product is created by the unique natural and human environment of its origin.After most of the agricultural products were protected by geographical indications,the sales volume and the purchase price were increased.By implementing the protection of geographical indication products,it is possible to defend rights according to law,combat counterfeit products,determine the production conditions and production standards of products,and ensure the quality and characteristics of products,thereby increasing the value of intangible assets of national fine products,promoting enterprise efficiency and increasing farmers' income.There are many factors influencing the regional brand development of geographical indication protection products in Yunnan Province.This paper divides the influencing factors into natural and human resources,production quality management,industry and policy environment,product and market and brand management through literature reading and field investigation.The second-level indicators,and the three-level indicators are established under the secondary indicators,namely geographical environment,cultural integration,traditional process inheritance,enterprise production management standardization,agricultural standardization implementation,production technology tool improvement,legal and policy support,industry Support,social resources,product quality,market demand,market competition,geographical indication operation model,credit construction and brand marketing.The data of the questionnaire was analyzed by Super Decision software,and the weight data of each influencing factor was finally obtained.Combining the geographical environmental problems,product quality issues and brand management issues of the current regional brand development factors of geographical indication protection products in Yunnan Province,it is proposed that the natural and human environment adhere to the protection and development,and the geographical indication protection products focus on quality improvement and geographical indication areas.The brand should strengthen the three aspects of brand management,so that the regional brand of geographical indication protection products in Yunnan Province can be more efficiently developed.