Study On Regional Brand Building Of Characteristic Agricultural Products In Luchaojing Town,Fenghuang County

Regional brand construction of characteristic agricultural products is one of the important measures to realize the strategy of rural revitalization and promote agricultural development.It plays an important leading role in the implementation of rural revitalization strategy to deepen the implementation of industry to enrich the people and build regional industrial revitalization demonstration zones.No.1 central document for 2006 "To fully tap the potential of internal income increase in agriculture,actively develop superior agricultural products of good quality,distinctive features and high added value in accordance with domestic and foreign market demand,promote‘one village,one product’,and realize value-added and efficiency-increasing",from the national level formally put forward the promotion of "One village one product".So far,the connotation of "One village,one product" has been enriched and the extension has been expanded.Now,"One village" can be extended to "One town".Luochaojing town is the first town in Fenghuang County to grow red kiwi friut,and the production of red kiwi friut in Fenghuang County is dominated by Luochaojing town,which means Luochaojing red kiwi friut,"Red kiwi friut" has become the towns characteristic agricultural products,in the market has a certain degree of visibility and reputation,and for the local farmers to make an important contribution to income.However,the backwardness of the brand construction of the red kiwi friut restricts the further development of the red kiwi friut industry in Luochaojing town.Therefore,it is urgent to study the regional brand building of characteristic agricultural products of actinidia deliciosa in Luochaojing town.In this paper,based on the existing literature,on-the-spot investigation on the regional brand building of characteristic agricultural products in Luochaojing town,consulting relevant experts and combining relevant theories,we make assumptions about the construction subject(government,cooperative,farmer)and the objective factors(regional resources,consumers,brand competition),and then test and summarize the assumptions through questionnaire survey,the important influencing factors were selected by the method of decision and Decision-making Trial and Evaluation Laboratory(DEMATEL method).The main results showed that:(1)The geography environment,climate environment,water resources,land resources and economic condition of Luochaojing town are suitable for planting Red Kiwifruit;(2)The establishment of“Phoenix Red Kiwifruit ” brand is slow;(3)In the process of regional brand construction of characteristic agricultural products in Luochaojing town,the awareness of government trademark registration is constantly strengthened,the main body of brand construction develops rapidly,the market supervision mechanism is constantly improved,the brand marketing network is constantly formed,and the quality of agricultural products is constantly improved;(4)At the same time,there are some problems in the regional brand construction of characteristic agricultural products in Luochaojing town,such as the difficulty in promoting the efficiency of brand supervision and management,the weak consciousness of farmers in brand creation and protection,the low content of brand science and technology,the lack of leading enterprises,and the lack of innovation in brand marketing.Based on the above research findings,this paper,on the basis of the existing literature,combined with relevant theories and the actual situation of Luochaojing town,DEMATEL method was used to select the important influencing factors: government management capacity,brand awareness,policy support,technology and talent introduction;The conditions,production standardization,brand protection awareness and marketing and extension ability of the cooperatives;the planting technology and brand protection awareness of the farmers at the farmerslevel.According to the research results and the stakeholders in the process of the regional brand building of red kiwi friut,to the government,cooperatives and farmers three different construction main body proposed countermeasures and suggestions:Suggestions for government: to improve the brand protection system and anti-counterfeiting mechanism,to construct the agricultural product quality standardization supervision system,to provide multi-directional financial support,tamping the foundation of science and technology support,strengthening the training of professional personnel,focusing on creating characteristic agricultural product industrial clusters.Suggestions for co-operatives: Carry out the brand idea,strictly supervise the product quality,innovating brand communication methods,integrating into the national culture of villages and towns.Suggestions for farmers: strengthen brand awareness,raise the level of various related technologies.