Research On The Brand Building Strategy Of Family Farm

Family farm,as a new type of agricultural operation subject,has retained the core of family management of farmers.It is suitable for China's basic national conditions,in line with the characteristics of agricultural production,and in line with the stage of economic and social development.It has become a living force leading the moderate scale operation and the development of modern agriculture.From 2013 to 2020,the central "No.1 Document" for eight consecutive years stressed the importance of developing family farms.In September 2019,11 departments and units including the central agricultural office and the national development and Reform Commission jointly issued the guidance on the implementation of family farm cultivation plan,which clearly stated: "Support family farms to carry out green food,organic food,geographical indication agricultural product certification and brand building." Many family farmers also realize that family farm branding is the key to realize the premium of agricultural products,but there is no relevant document to guide family farmers how to build brand.Therefore,family farm brand building strategy is very worthy of study.Through the retrieval of domestic and foreign literature,the current research mainly focuses on the problems,influencing factors and countermeasures in the brand building of agricultural products,but the research on the brand building strategy of family farm,as one of the main body of new agricultural operation,is very rare,especially for the brand building strategy of external factors,the theoretical support is insufficient.In this paper,the brand equity model is introduced to the research of family farm brand building strategy,mainly from the first stage of brand building-external brand elements,to provide guidance for family farm brand building strategy,in order to enrich the theoretical research system of family farm.By using the methods of literature research,comparative research and historical research,combined with the characteristics of family farm brand building,this paper puts forward a brand equity model based on the interaction between consumers and family farm brand,which is used to guide the brand building of family farm.Since the brand building of family farm in China is still in the primary stage,this paper focuses on the first stage of the model-"brand elements".For the second and third stages of "brand interaction" and "brand relationship",only the direction of the paper is discussed.In the third chapter,I focus on the design guidance,application registration,application and intellectual property protection of the three brand elements of the first level brand elements of the model,which are manufacturer name,trademark and advertising language,in order to shape the family farm brand into a competitive brand protected by intellectual property law.The fourth chapter takes Chongqing C family farm as an example,analyzes the current situation and existing problems of Chongqing C family farm brand building with the new model combined with field research and interview,and puts forward constructive strategies to promote the healthy development of C family farm,and also provides reference for other family farm brand building.The brand development of family farms can improve their competitiveness to broaden the international market,ensure that the supply of important agricultural products is not in trouble,and ensure that farmers increase production and income.In the key year of achieving a well-off society in all respects,it can contribute to stabilizing the basic plate of " Three Rural".