Research On Government Functions In The Construction Of Regional Public Brand Of Agricultural Product

The creation of regional public brand for agricultural products is an important measure to respond to the policy of strengthening agriculture with brand and developing brand agriculture,a "golden signboard" for the development of the agricultural industry,and a powerful means to promote the development of regional agricultural industries and enhance the competitiveness of regional agricultural products.As an important part of agricultural industry development in the context of consolidating and expanding the achievements of poverty alleviation and effectively linking with rural revitalisation,the construction of regional public brand for agricultural products has become a key task for government departments around the world.However,due to its public goods properties,the government needs to play an active role in the construction process to ensure the sustainable and healthy development of regional public brand of agricultural products.The government has always attached great importance to the development of Xinzhou coarse cereal industry as the leading agricultural industry with the greatest resource advantages,and has successfully guided the declaration of the "Xinzhou Coarse Cereals" regional common brand under the leadership of the policy of strengthening agriculture by branding,and has built an all-round,multi-channel brand cultivation system based on this to promote the transformation and development of the agricultural industry.However,there are also some practical problems in the brand building process,among which the role of the government needs to be improved.Based on the regional,public,external and value characteristics of the regional public brand of agricultural products,this paper applies the public goods theory and government function theory,and examines the role of the government in strategic planning,public services,supervision and management,and promotion of the regional brand of Xinzhou Coarse Cereals through literature research,case study,questionnaire survey and interview survey methods.The analysis of the government’s role in the construction of the "Xinzhou Coarse Cereals" regional public brand through the literature research method,case study method,questionnaire survey method and interview method,summarises the shortcomings of the government’s role in the construction of the brand,including imperfect layout planning,lack of public service supply,insufficient supervision and protection,and insufficient depth and breadth of publicity.It also analyses the reasons for the government’s inadequate role,including lack of sustainability in strategic planning,asymmetry in supply and demand of public services,lack of standards in supervision and management,and limitations in promotion strategies.The study of the role of government in the construction of regional public brand of agricultural products,taking “Xinzhou Coarse Cereals” as an example,can help solve the internal dilemmas and externalities that constrain the development of regional public brand of agricultural products,further promote quality improvement,brand building and quality promotion of agriculture,and promote the strengthening and expansion of regional public brand of agricultural products and the development of agricultural industries,and can also provide reference for other local governments in the construction of regional public brand of agricultural products.