Research On Brand Development Of Characteristic Agricultural Products In Lechang County,Guangdong Province

Social development has led to the optimization of agricultural structure and the improvement of people’s consumption demand.Agricultural development plays an important role in promoting the high-quality development of national economy.Brand is the direct measure of the quality and safety of agricultural products information,in recent years,local governments to promote the building of agricultural products brand is placed on the important agenda,Lechang city as "north gate" of north Guangdong mountainous area of Guangdong province,the unique geographical environment,climate conditions and the use of modern agricultural science and technology,increasing awareness of local agricultural products,Brand influence and depth are also gradually expanding,but the agricultural management level of Lechang county can not keep up with the speed of economic development,the number of registered trademarks of featured agricultural products is small,and the impact of brand scale efficiency is not big.The research focus of this paper is to explore the brand development of featured agricultural products in Lechang City by questionnaire survey,individual interview and other methods.In the survey found Lechang city in the process of developing the characteristic agricultural product brand government lack of overall planning in brand development,characteristic agricultural product standardization production needs to improve the overall image is not outstanding,brand promotion,brand agricultural product marketing,brand protection and supervision does not reach the designated position,these problems have hindered the further development of local agricultural products brand,analyzes the causes,It is mainly caused by a combination of factors such as weak awareness of brand development of featured agricultural products,weak economic organization ability of new agricultural operation subjects,lack of modern marketing management concept in brand development,lack of brand management and management talents.By analyzing and summarizing the experience and practice of creating successful regional characteristic agricultural products brand at home and abroad,combined with the actual situation of characteristic agricultural products brand construction in Lechang City,the author puts forward feasible solutions: first,increase government support to promote the development of agricultural products brand;Second,improve the standardization system of agricultural products,improve the added value of brand products;Third,cultivate and strengthen agricultural business entities and give full play to their leading role;Fourth,pay attention to the quality management of agricultural products,improve the brand protection system;Fifth,the implementation of modern marketing promotion strategy,expand brand awareness;Sixth,establish the awareness of "brand strengthening agriculture" and enhance the participation of farmers.