Study On The Brand Construction Of Iron Rod Yam In Wen County

As the foundation of the national economy,it is an inevitable trend of China's new era development and rural revitalization to promote the high-quality development of agriculture.The construction and development of agricultural product brands can effectively improve the level of high-quality agricultural development,and promote the rise of agricultural value chain to the high end and accelerate the upgrading of agricultural industrial structure.In recent years,China has issued a number of policies on the road to a strong brand,especially to encourage and attach importance to the construction and development of agricultural products brand,which provides a policy basis for the construction of agricultural products brand,and at the same time,broadens its thinking and points out the development direction.The significance of this paper lies in that,firstly,the research on the direction of agricultural product brand construction is expanded and deepened in theory,and the application of agricultural product brand construction theory in the process of agricultural modernization is promoted.Secondly,the practice provides reference for the further construction and development of wen county iron stick yam brand,which is conducive to improving the competitiveness of wen county iron stick yam brand,vigorously developing the local industrial economy,and promoting the modernization of agriculture and the revitalization of rural areas.At the same time,Henan province,a big agricultural province,can also provide ideas and guidance for the development of other agricultural products brand construction in the province.Based on the regional economic theory,competitive advantage theory,brand marketing theory and the theory on the basis of agricultural industry chain,to county iron yam brand construction as the research object,using literature analysis,survey method,comparative analysis and case analysis method of analysis methods,grasp the present situation of the construction of the county iron yam brand,at the same time build evaluation model of the factors that affect county iron yam,analyzes the development prospect of the brand.For county iron yam problems existing in theprocess of brand construction,such as the decrease of the quality of the products,brand image,price,packaging,brand positioning chaos,the promotion,brand effect is not strong in their own way,enterprise,market system disorder,such as analysis of its causes,found that including planting link is weak,lack of support of science and technology,management mechanism is not complete,branding degradation,brand dissemination way co.,LTD.,a lack of product sales channels,market system is not mature enough,lack of government supervision,etc.In addition,by drawing lessons from the two developed countries and regions of the European Union and Japan,as well as the successful experience of the agricultural products brand construction of Ningxia wolfberry,the brand construction of iron stick yam in Wen county was inspired.Finally,several Suggestions are put forward for the brand construction and development of iron stick yam in Wen county,which are mainly to improve product quality,enhance brand competitiveness,improve brand operation mode,enhance farmers' brand awareness,increase brand promotion,improve brand effect,strengthen market supervision and create a level playing field.