Research On Government Functions In Regional Brand Construction Of Agricultural Products

In recent years,China has paid more and more attention to the construction of agricultural brands,and No.1 Central Document of 2016 has repeatedly requested the promotion of agricultural brands.The No.1 Central Document of 2021 pointed out that it is necessary to promote the structural adjustment of agriculture,to raise the quality and build the brand of the agricultural products.As a rich agricultural province,there are many characteristic agricultural products with high quality in Shaanxi.It is very important to support the agricultural brands for the development of Shaanxi’s agriculture,rural areas and farmers.However,the construction of agricultural brands is a systematic project,if only relying on the1 enterprise to do the project,there will be problems,such as uneven resource allocation,limited capital and technical strength...Then it is difficult to make the project bigger and stronger.Therefore local government should play the public functions and make long-term plans for development of the brands.As a characteristic agricultural product,“Hengshan goat” has a good brand foundation,the local government has made great efforts to build it.“Hengshan goat” has a wide range of representativeness in the field of construction of agricultural brands.Therefore,based on the theory of public goods and the theory of government functions,this article analyzes the need for local governments to support regional brand construction of agricultural products,and the relationship between the government and the market in the process of brand building.This article take “Hengshan goat” regional brand building as an example,summarizes the process of “Hengshan goat” regional brand building and the active role of the local government in the process of building the regional brand.The article analyzes the problems of local governments in supporting brand development,including insufficient brand strategic planning,insufficient public services,weak brand supervision,and old brand promotion methods,and it reflects the problems by the government in supporting the development of regional brands.The article analyzes the causes of the problems,puts forward four suggestions for optimizing the functions of local governments: firstly,the government should clarify the position of the brand and play the right plan;secondly,the government must strength its role of public service;thirdly,the government should increase publicity and promotion;fourthly,the government should increase the supervision of brands.