Accelerate the construction of agricultural product brand and improve the competitiveness of agricultural products

Accelerate the construction of agricultural product brand and improve the competitiveness of agricultural products

The brand building of agricultural products is an important part of the development of brand agriculture. The development of agricultural product brands is conducive to the promotion of China's agricultural scale, specialization, standardization and industrialization; it is conducive to improving agricultural efficiency; it is conducive to safeguarding the quality and safety of agricultural products; It is conducive to promoting the concentration of agricultural production to the concentration of advantageous regions and the optimization of industrial structure.

In recent years, relevant entities of various brand constructions have actively explored the path of agricultural product brand building, innovative brand development model, and agricultural product brands are in a period of rapid development. However, while the number is increasing, the overall foundation of China's agricultural product brand building is still poor, and there are few product brands with market competitiveness; most agricultural product brands are limited to local areas, and internationally renowned agricultural product brands are rare; The brand awareness of the business entities has been continuously enhanced, but the brand's ideas, theories and institutional systems have not yet been fully established. The agricultural product brand system and evaluation system are not yet sound, and there is a lack of unified, systematic planning, organization and guidance. The construction of agricultural product brands still largely remains on the independent actions of relevant subjects. The public brand resources of agricultural products have not been effectively integrated, and the brand linkage effect among the various entities in the region has not been well played. There are still few well-known agricultural product brands representing the national image.

Based on the relevant literatures at home and abroad, the research group puts forward relevant research hypotheses and conducts in-depth research on the construction of Anhui tea, Shandong vegetables, Inner Mongolia dairy industry and Northeast rice brand from June to August 2014, following the comprehensive deepening reform. The development of the market environment and the rapid development of the "big production, big market, large circulation, big brands" of the modern agricultural structure, to accelerate the promotion of China's agricultural product brand, the following policy recommendations:

1. Actively plan the top-level design of brand agriculture development, and develop brand development system and planning. Strengthen the top-level design at the strategic level and integrate all aspects of resources for systematic planning. Improve the brand ideological system, theoretical system and institutional system of agricultural products, and guide brand building planning. Scientific planning of agricultural product brand development, guiding the classification, stratification and zoning development planning of agricultural product brand building. Further clarify the guiding principles, development goals, main tasks and supporting measures for the development of China's agricultural product brands. In the country, we will select advantageous regions and products with distinctive characteristics, high quality and great market potential, highlighting the characteristics, basing on resource endowments and industrial bases, doing featured articles, achieving differentiated competition, dislocation development, avoiding low-level homogenization competition, and creating a number of National well-known regional agricultural product brands; relying on regional superior products, integrating resources and strong brands, and cultivating a number of internationally renowned agricultural products brands.

2. Strengthen the status of market players and correctly handle the relationship between government guidance and market players. The brand building of agricultural products is itself a product of the market and should not be the behavior of the government. Therefore, all kinds of market entities are the main force of brand building. Even if the regional agricultural product brand is built, it is necessary to give full play to the enthusiasm of market participants. The government should mainly give policy support and guidance in the process of building agricultural product brands, create a good market environment, and increase the protection of intellectual property rights. It is necessary to strengthen the dominant position of the market in the process of brand building of agricultural products, give full play to the decisive role of the market in resource allocation, and correctly handle the relationship between government guidance and market players.

3. Accelerate agricultural standardization and consolidate the quality and safety of branded agricultural products. Quality is the foundation of branded agricultural products and the unshakable foundation of brand agriculture. Vigorously promote agricultural standardization, we must focus on the construction of agricultural quality standards system, agricultural product quality and safety testing system and agricultural standard promotion system. First, we must strengthen the formulation and revision of agricultural standards and actively adopt international advanced standards. Second, we must strengthen the awareness of standardization, start from the standardized production base, and expand the scale of standard production and operation. Third, we must strengthen the supervision and management of the quality of agricultural products, especially strict post-certification supervision, and crack down on counterfeit and shoddy products. The fourth is to integrate regional brand agricultural products standards to ensure the unification of the standards of various entities within the region. Afterwards, we will make full use of advanced technology and vigorously promote the management of origin labeling and product bar code system, so that quality is standard, the process is standardized, sales are marked, the market is monitored, and the foundation of brand agricultural development is firmly established.

4. Vigorously cultivate new business entities and build a new industrial chain of branded agricultural products. It is necessary to actively guide the leading enterprises of agricultural industrialization to carry out joint reorganization through brand management, capital operation, industrial extension, etc., give full play to the role of leading enterprises and demonstrate the brand of agricultural products. Support agricultural leading enterprises to develop new technologies, new products, new processes, and develop brand agricultural products processing and circulation industry. It is necessary to encourage farmers' professional cooperatives to form joint associations according to the industry chain and brand as a legal person, and strive to build a group of branded agricultural products to operate a strong society. It is necessary to encourage large-scale breeding and breeding families to establish family farms and company farms to raise the level of specialization and standardization, and to join the agricultural product brand industrial chain. Actively promote the policies and measures to support the development of agricultural product brands by new business entities such as farmers' professional cooperatives, leading enterprises, family farms and company farms. Relevant support funds and projects are appropriately tilted to new business entities.

5. Give full play to the linkage effect between construction entities and promote the development of regional brand agriculture. The main body of each brand in the region should clarify its responsibilities, build a wide-ranging cooperative relationship, and play a linkage effect to promote the development of regional agricultural product brands. Various market-related enterprises such as agriculture-related enterprises, farmer professional cooperatives, family farms, company farms, etc., through brand registration, cultivation, expansion, protection and other means, create their own brands, protect intellectual property rights, and strive to create a new type of agricultural management with brand value as the core. system. Through overall planning, the government implements macro guidance, creates a good environment, taps internal and external resources, and promotes the development of brand clusters; and relies on law enforcement capabilities to guide healthy development. Strengthen the supervision of industry associations, maintain brand reputation, integrate resources, formulate standards, and provide information; innovative brand agricultural products promotion methods, on behalf of the industry to protect the interests of all construction entities, play a bridge role.

6. Constantly innovate the circulation method and improve the circulation efficiency of brand agricultural products. Innovate the circulation mode of modern brand agricultural products, and strive to create, smooth, and safe modern brand agricultural product circulation system. It is necessary to vigorously develop e-commerce of branded agricultural products, and use online trading systems, quality traceability systems and logistics distribution systems to ensure that consumers receive high-quality, safe and reliable agricultural products and enhance brand loyalty. Vigorously develop new formats such as chain distribution and cold chain logistics of agricultural products, and realize unified standards, unified distribution and unified pricing of branded agricultural products. Actively build agricultural and sideline products storage logistics parks to improve the efficiency of agricultural products circulation.

7. Strengthen brand promotion and establish a good image of brand agriculture. It is necessary to pay attention to the intrinsic characteristics and cultural connotation of brand agricultural products, and to find the combination of traditional culture and modern culture of agricultural product brands according to the cultural characteristics of agricultural products, such as history, geography, tradition and customs, so as to realize positive emotional communication between agricultural products and consumers. And use the network, radio and television, newspapers and other media and product exhibitions, trade fairs and other channels to display the brand's main image, improve the brand awareness of agricultural products, form the government's attention, initiative, consumer awareness, and multi-party efforts to promote brand agriculture. Good atmosphere. It is necessary to support the encouragement of leading enterprises, family farms, company farms and other brand building entities to implement the go-out strategy, expand the exhibition window and channels, and establish a good international image of Chinese brand agricultural products.

8. Gradually improve the brand system and improve the interest linkage mechanism. The competent government departments should standardize the relationship between regional brands, corporate brands and product brands, establish clear rules for the use of regional public brands, severely crack down on counterfeit decks, and maintain a good brand market operating environment. Explore the brand cultivation and operation mechanism of “government promotion, enterprise main body, market operation, and social participation”, and build a scientific and reasonable interest linkage relationship.

9. Actively carry out brand evaluation and establish a brand catalogue system. It is necessary to strengthen the assessment, identification and integration of existing brands and solve the current situation of “multiple, chaotic, miscellaneous, weak, small and scattered” agricultural product brands. It is necessary to pass the assessment and identify a large number of influential, good benefits and strong radiation. Agricultural products.