Research On Government Responsibility In The Construction Anddevelopment Of Regional Public Brand Of Agricultural Products

The current global competition pattern for agricultural products has undergone fundamental changes.The magic weapon of market competition is no longer based on scale,but rather on whether it has a high value and strong differentiation brand advantage.More and more local governments are deeply aware of this and actively exploring the creation of regional public brands for agricultural products with regional characteristics.However,there are still problems in the construction and development of regional public brands for agricultural products,such as weak construction,inadequate supervision,and tragedy of the commons.It is necessary for the government,as the regional manager and the main body of regional public brand construction for agricultural products,to actively intervene to assist in the healthy development of regional public brands for agricultural products.From the perspective of government responsibility,this article takes the regional public brand of "Wuming Wogan" agricultural products as a case study,and based on the theory of public goods and service-oriented government,defines the responsibilities of the government as a guide,service provider,regulator,and supporter in the regional public brand of agricultural products.Through case analysis,questionnaire survey,and other research methods,on the one hand,investigate and study the current cognitive status of consumers towards the regional public brand of "Wuming Wogan" agricultural products;On the other hand,by drawing on the research experience of relevant scholars at home and abroad and building an evaluation index system for government responsibility satisfaction based on the case study of "Wuming Wo citrus",local farmers and business operators of Wo citrus were investigated to investigate the current government satisfaction with the construction and development of "Wuming Wo citrus".SPSS26.0 software was used to analyze and study the collected questionnaire data,Specifically,descriptive analysis,single factor analysis,correlation analysis,and regression analysis were used to study the government’s satisfaction with fulfilling its responsibilities during the construction and development of "Wuming Wogan",and ultimately to explore and analyze the responsibility issues of local governments as guides,service providers,regulators,and supporters in the construction and development of "Wuming Wogan" agricultural product regional public brands from statistical conclusions,And corresponding countermeasures and suggestions are proposed to address their issues: firstly,to enhance guidance capabilities to achieve regional win-win;Secondly,improve service construction to enhance service effectiveness;The third is to implement standardized supervision to ensure the healthy development of the market;The fourth is to improve the supporting public products to optimize the industrial development environment.