Research On The Brand Construction Of Agricultural Products In The Process Of Agricultural Modernization

In the process of agricultural modernization,agricultural product brands represent productivity,competitiveness and appeal.The brand construction of agricultural products can improve the agricultural modernization level of the whole chain of production,processing and marketing,and is conducive to promoting agricultural science and technology,ecology,and operation industrialization,and promoting the organic integration of modern industry,modern service industry and agriculture.At the same time,in the entire industrial chain,the brand construction of agricultural products drives small farmers to participate in the production of raw materials and work,so that small farmers can accept advanced agricultural scientific knowledge and technology,and achieve high-quality workers.If the brand is strong,agriculture will be strong.The No.1 central document of the Central Government for eight consecutive years from2015 to 2022 has put forward requirements for the brand work of agricultural products.In 2022,the No.1 central document pointed out that "we should carry out actions to improve agricultural varieties,quality,brand building and standardized production,and improve the quality and safety traceability system of the whole industrial chain." In 2023,the No.1 central document of the Central Government put forward the requirement of building a regional public brand of agricultural products to drive the development of poverty alleviation areas.Binzhou is a major agricultural city.There are some practical problems in the brand building of agricultural products,which does not meet the needs of agricultural modernization.This thesis studies and analyzes the current situation,existing problems and causes of agricultural product brand construction in Binzhou City by adopting the methods of literature and interview,and puts forward the countermeasures for developing agricultural product brand construction in Binzhou City under the background of agricultural modernization.The study found that there are some problems in the brand construction of agricultural products in Binzhou,such as uneven brand distribution,weak brand influence and limited efforts to drive small farmers.This thesis takes the government,new agricultural management entities,and small farmers as the main subjects of cooperative governance,and analyzes the causes of the problem from three aspects.The reasons for the government are insufficient policy support and public service capabilities,the reasons for the new agricultural business entities are a lack of brand awareness and technological research and development capabilities,and the reasons for small farmers are low labor quality.In response to the raised issues,focusing on the modernization of agriculture with Chinese characteristics,including mechanization,ecology,technology,industrialization,high-quality farmers,and sustainability,it is proposed to establish a policy support and resource service system at the government level,increase policy element support,and establish a sound brand mechanism;Increase support for ecological service elements to ensure the quality and safety of agricultural products;Increase the support of promotional service elements to enhance brand influence;Increase support for technological service elements and enhance brand value.At the level of new agricultural management entities,they play a driving role in the entire industrial chain: playing a high-quality chess game at the source of production,promoting agricultural technology;Set up a good advertising board at the sales terminal to promote agricultural industrialization;Take a good lead in the entire industrial chain and promote the participation of small farmers in agricultural modernization.Enhance the initiative of small farmers to connect with agricultural product brand construction: participate in learning and training to improve labor quality;Connect with brand building and enhance business capabilities.Constructing a "trinity" agricultural product brand construction cooperation system led by the government: Strengthening the government’s leading role,the government should formulate sound policies,and improve policy execution,organizational,and service capabilities,organize new agricultural business entities with small farmers to form a connection of interests,provide them with sound public services,regulate and constrain their behavior,and create good environmental conditions for the development of agricultural product brands;New agricultural business entities and small farmers should respond to government policies and organizations.