| Vigorously developing agricultural product brands is an important measure to promote the modernization of agricultural development and build an agricultural power.As one of the unique agricultural product brands,Geographical Indications agricultural product brands play a significant role in promoting rural revitalization and promoting high-quality agricultural development.In 1985,the concept of Geographical Indications was introduced into China.Since then,China has begun to explore the protection and development of Geographical Indication agricultural products.From the protection of Geographical Indication agricultural products to the development of Geographical Indication agricultural product brands,it has gone through nearly 40 years.Therefore,this paper uses the literature research method to collect and sort out the relevant data on the development of Geographical Indications of agricultural product brands in China from 1978 to 2022,and study their development process.First,the paper will define the concept of Geographical Indication agricultural product brand.Then,on the basis of examining the landmark events in the theory and practice of China’s Geographical Indication agricultural product brand development from 1978 to 2022,the development of China’s Geographical Indication agricultural product brand from 1978 to 2022 is divided into four stages.The first is the period from 1978 to 2000,the stage of the awakening of the brand awareness of Geographical Indication agricultural products.It mainly expounds the political and economic background of the awakening of Geographical Indication agricultural product brand awareness and the background of concept introduction during this period,and analyzes the factors of commercialization of agricultural products that contributed to the awakening of Geographical Indication agricultural product brand awareness.And examined the marketing and communication strategies of agricultural products during this period,mainly in the form of agricultural product advertising and modern agricultural exhibitions.The second is the period from 2001 to 2007,the stage of exploring the establishment of Geographical Indication agricultural product brands,mainly inspecting the basic conditions and development status of Geographical Indication agricultural product brand creation during this period,as well as the evaluation of Geographical Indication agricultural product brand value,brand image building,and with the development of communication and promotion,the Geographical Indication agricultural product brand has begun to have the characteristics of a modern brand.The third is from 2008 to 2017,the period of rapid development of Geographical Indication agricultural product brands,mainly investigating the social background of the rapid development stage,the development situation and development mode of Geographical Indication agricultural product brands,the impact on the economy and society,the development of brand value evaluation system and the identification symbols of the Geographical Indication agricultural product brand system.The fourth is from 2018 to 2022,the stage of standardized development of Geographical Indication agricultural product brands,expounding the background,development trend,reputation evaluation system and communication promotion development status of Geographical Indication agricultural product brand standardization.On the whole,the development of China’s Geographical Indication agricultural product brand has achieved certain achievements in brand registration,value evaluation,system symbol design and dissemination and promotion,and has realized the development process from scratch,from domestic to international,and has formed a number of competitive Geographical Indication agricultural product brands have been established,but brand building is a long-term systematic and scientific practice process.At present,there is still a big gap between Chinese Geographical Indication agricultural product brands and foreign well-known Geographical Indication agricultural product brands.Considerable room for improvement. |
