Research On The Construction Strategy Of "Dongtou Sargassum Fusiforme" Regional Public Brand

At present,China’s agricultural and rural economy has entered a new stage of high-quality development,and agricultural brand strategy is the driving force to promote the further development of agriculture,representing the upgrading direction of agricultural supply structure.As the main grasp of agricultural branding,the construction of regional common brand of agricultural products has attracted more and more attention and become the focus of government departments at all levels.Dongtou District of Wenzhou City is known as“the hometown of Sargassum Fusiforme in China”.Sargassum Fusiforme is a valuable asset for regional development.How to transform the resource advantage into industrial advantage and economic advantage,and let this local specialty and geographical indication become the motor of Dongtou’s economic development,is the focus of this paper.This paper takes“Dongtou Sargassum Fusiforme”regional public brand as the research object,and uses literature reading method,case study method and survey analysis method.through consulting the development of Sargassum Fusiforme industry,the development of geographical indications of "Dongtou Sargashm Fusiformis" and other information,drawing on successful experience in building regional public brands of agricultural products at home and abroad,investigates and discusses to obtain all parties.This paper tries to put forward the construction path of“Dongtou Sargashm Fusiformis”from geographical indication to regional public brand.Based on the theory of regional public brand of agricultural products,this paper systematically analyzes the development status of Sargassum Fusiforme industry in Dongtou and the advantages of regional public brand construction of "Dongtou Sargashm Fusiformis".This paper objectively points out the main problems of "Dongtou Sargashm Fusiformis" in the process of regional public brand construction,such as lack of brand positioning planning,lack of brand core competence,limitations of brand marketing communication,and inadequate brand protection and management.At the same time,the practice of building two regional public goods brands,Badanmu and Suining Fresh in California,USA,was selected to get inspiration,and the construction of“Dongtou Sargashm Fusiformis”regional public goods brand needs to be promoted in terms of quality and safety,marketing promotion and brand protection.Based on the above research,this paper finally tries to put forward the strategy of "Dongtou Sargashm Fusiformis" regional public brand construction from four aspects of development orientation,regulatory system,policy guarantee,publicity and promotion.