Study On The Influence Of The Public Brand Construction In "Health Talks" Area On The Sales Of Agricultural And Livestock Products In Bayannur City

In recent years,the Ministry of Agriculture and Rural Affairs has emphasized accelerating the construction of the modern agricultural brand system and strengthening the construction of the brand system,which is conducive to improving the quality of agricultural and livestock products in the region,optimizing the agricultural industrial structure,and providing support for comprehensively promoting rural revitalization and accelerating the modernization of agriculture and rural areas.Bayannur City actively explores a new way of ecological priority,green and high-quality development,and strives to build a regional public brand of "Health Talks".Since the establishment of regional public brand in 2018,Bayannur high-quality agricultural and livestock products have been recognized by more consumers,promoting the local green and high-quality development,and won the first prize of the 2020 China Regional Agricultural Brand Influence Index.Based on this,this thesis takes "Health Talks" regional public brand as the research object,and explores the relationship between regional public brand and regional economic development by studying its influence on the sales of agricultural and livestock products in Bayannur,so as to provide reference for improving the competitiveness of local agricultural and livestock products.Based on the theory of brand value,the theory of public products,the theory of agricultural industrialization cluster and other related theories,Firstly,the construction situation,construction content and construction achievements of the regional public brand of "Health Talks" are sorted out.Secondly,two typical cases of enterprises were selected to analyze the impact of regional public brands on the sales of agricultural and animal products manufacturers.Finally,by using the statistical analysis method,a questionnaire survey was conducted on more relevant personnel of enterprises,and the satisfaction of regional public brand authorization was empirically analyzed.The research results show that the regional public brand of "Health Talks" has a positive role in promoting the sales of agricultural and livestock products,and the overall satisfaction of enterprises joining the regional public brand is higher.The research also proves that the regional public brand has a significant positive impact on the sales of agricultural and livestock products.However,through the study of this thesis also found that in the public brand construction,Bayannur City has some problems.Based on this,this thesis puts forward the brand communication combined with local culture to expand the coverage of product sales;Strengthen brand supervision and standardize agricultural and livestock product markets;Reasonable development of authorization standards,expand the sales channels of small and medium-sized enterprises;Pay attention to brand protection,protect the interests of authorized enterprises and other countermeasures and suggestions,in order to provide reference for the construction and development of regional public brand of "Health Talks" agricultural products in Bayannur City,and help the sales of agricultural and livestock products and the development of regional agricultural economy.