Research Strategy For Enhancing The Brand Value Of Hubei Province

Improving the regional brand of agricultural products that identifies the unique quality of agricultural products and promoting the research on the regional brand of agricultural products have great traction and special significance for changing the mode of agricultural development,building modern agriculture and promoting agricultural quality and efficiency.Qichun County in Hubei Province is known as the "Ai capital of China".As a geographical brand,In 2021,China ranked 37 th among the top 100 regional brands(geographical indications)in brand value evaluation,and its brand value reached 9.869 billion yuan.Qiai has become one of the provincial core brands in Hubei.However,how to be the leader in the local regional brand,how to innovate and improve the quality,how to seize the opportunity of the local government’s regional brand construction policy,improve and transform,and build Qiai brand into an industry leading brand,so as to further improve the brand value of Qiai and promote the high-quality development of local Qiai industry in Qichun county has become an important topic of Qiai brand research.On the basis of consulting the relevant literature on regional brands of agricultural products,geographical indications,brand value of agricultural products and so on,this paper adopts field investigation and questionnaire survey to understand the current situation of Qiai industry brand development.At the same time,this paper constructs the evaluation index of Qiai brand value,and calculates and evaluates the Qiai brand value according to the index system which is mainly due to the lack of guarantee of product quality,backward development of processing technology,insufficient brand awareness and so on.Therefore,we need to establish Qiai quality standard system and supervision mechanism,increase more scientific and technological investment,deeply tap Qiai brand culture,implement the "going out" strategy and expand brand influence.