Study On The Public Brand Construction Of Agricultural Products In Wenzhou City

At present,the Chinese economy has entered a period of high-quality development,and the agricultural and rural economy has gradually developed in the direction of both quantity and quality,taking into account the green ecology.With the acceleration of urbanization and the continuous improvement of people's living standards,the consumer market has gradually shown the characteristics of diversification,individualization and quality.Consumers have put forward higher requirements for the origin,quality and variety of agricultural products.Green ecological agricultural products Has been widely concerned by the society.The current market demands for the quality of agricultural products are becoming more and more strict.This is an urgent requirement to implement a quality agriculture strategy,especially to create a competitive agricultural product brand,enhance the value of public brand in agricultural products,and form green high-quality agricultural products consumption and high-quality production.A virtuous circle.Wenzhou City,Zhejiang Province is rich in agricultural resources.How to transform the advantages of agricultural resources into product advantages,industrial advantages and economic advantages through the development of regional public brands of agricultural products is the focus of this paper.This paper adopts the questionnaire survey method to carry out the investigation of the problems existing in the development of public brand of agricultural products in the whole city;using the field research method,in-depth research on the cultivation and development of agricultural products in the counties(cities,districts)of Wenzhou;It also paid attention to the cultivation of agricultural product brands in Ningde City,Fujian Province,and conducted in-depth investigations and studies on leading enterprises in the regional top 100 agricultural product brands in China,collecting first-hand data and conducting typical analysis.This paper systematically expounds the status quo of public brand construction of agricultural products in Wenzhou City,and summarizes the advantages and current development of agricultural product brand construction in Wenzhou.The study found that Wenzhou City has the following problems in the construction of public brands in agricultural products: the awareness of the development of public brands in agricultural products is weak,the supervision system of public brands in agricultural products is not perfect,the scientific and technological content of brand agricultural products is low,the added value is not high,and the sales channels of brand agricultural products are not Unblocked,the publicity of public brand in agricultural products is not enough.At the same time,in order to facilitate comparative analysis and reference to the “stone of the mountain”,this paper selects the case of New Zealand Jiapei kiwifruit and “Lishui Mountain Farming”,and obtains the successful experience and practice of building a public brand of agricultural products.Based on the above research,this paper proposes the promotion path of public brands in agricultural products,and proposes the idea of brand promotion from the main body analysis of agricultural products in the agricultural product area,the production and processing links of agricultural products,and the sales of agricultural products.At the end of this chapter,we try to discuss the countermeasures for the promotion of public brands in agricultural products.