The brand agricultural boost service platform is about to appear.

Building a brand agriculture promotion platform has become an important achievement of the China Brand Agriculture Development Conference. Experts attending the meeting believe that at present, China's agricultural brand construction has set sail, but there is still a lack of clear thinking, theory and policy system, and the overall level of development is still low. After extensive discussion and demonstration, a number of research institutions and many industry experts attending the meeting, under the guidance of the Executive Committee of China Brand Agriculture Conference, decided to jointly build a "brand agriculture boost service platform". To provide research, publicity, promotion and consulting services for the development of local agricultural industry and new agricultural operators.

According to reports, the platform revolves around issues such as "how to enhance the competitiveness of brand agricultural enterprises", "how to grasp the direction of industrial policy", "how to integrate capital resources", "how to carry out brand marketing and innovation" and so on. a series of booster services will be carried out with "Chinese Agricultural Brand Competitiveness Research" and "Chinese Brand Agricultural Promotion Project" as the core, from the perspective of theory and practice. Help local industries, new agricultural operators and the construction of agricultural parks, and promote the rapid development of brand agriculture.

Basic research on agricultural brand competitiveness starts

At present, the research on brand agriculture in China is mostly based on the theory and practice of brand agriculture in developed countries, and there is a lack of innovation. Looking at the research literature on brand agriculture at home and abroad, we find that the current research objects are mainly focused on the connotation of brand, brand agricultural strategy, the current situation of brand agricultural construction, existing problems and countermeasures, and so on. lack of systematic research on the competitiveness of agricultural brands in China. Wang Jiahua, director of the Rural Development Research Institute of Renmin University of China, said that the study of agricultural brand competitiveness will focus on providing intellectual support for local agricultural industries, new agricultural operators and the construction of agricultural parks from a theoretical point of view.

Scientific and systematic analysis and study of agricultural brand competitiveness is of great significance to promote the development of brand agriculture and speed up the development and modernization of agricultural industrialization. By combing the research theory of enterprise competitiveness at home and abroad, combined with the growth process of brand agricultural enterprises, using professional index system and value criteria, we can discover, excavate and carry forward the benchmarking power of brand agriculture. measure, evaluate and reveal the reasons for the differences in the competitiveness of different brand agricultural enterprises, so as to provide theoretical basis and practical reference for local industries, agricultural enterprises and agricultural parks to enhance their competitiveness.

According to reports, this study mainly focuses on the three dimensions of external resources, endogenous elements and brand and market of an enterprise. comprehensively measure the competitiveness of an agricultural brand or agricultural enterprise from eight aspects: industrial policy, industrial resources, industrial capital, human capital, technological innovation, management ability, brand and market. At the same time, among the national, provincial and municipal agricultural leading enterprises, excellent brand agricultural model enterprises will be selected according to the six categories of rice noodle grain and oil, dried and fresh fruits and vegetables, tea industry, meat, poultry, egg and milk, fresh sea aquatic products and agricultural service industry. through follow-up research, publicity and intellectual support, help build brand enterprises and enhance their driving ability.

Those in need of brand building can get public welfare services.

In order to make the basic research really effective, the experts at the meeting believe that it is necessary to combine research with practice, and the brand agricultural public welfare promotion project is exactly what it should mean. The project will adopt systematic follow-up studies on special projects and special projects throughout the country to help and promote the healthy, rapid and development of a number of agricultural industries, agricultural enterprises and agricultural parks. The brand agriculture promotion project emphasizes public welfare and emphasizes effectiveness, and is committed to a comprehensive analysis and investigation of the advantages and disadvantages of brand agricultural enterprises and regional brand agricultural parks in the integration of external resources, the potential of endogenous factors and the strength of brand and marketing. in line with the reality of the development of enterprises and parks, help solve the practical problems encountered in the process of development, and promote the development of brand agriculture.

In order to mobilize social forces to participate in the construction of brand agriculture, the brand agriculture promotion project will adopt the way recommended by local governments and agricultural departments and experts to participate in the evaluation. in each industry, enterprises and agricultural parks with typical regional characteristics are selected as the supporting objects of the brand agriculture promotion project. There are five places for each province and one for each industry.

Wang Jiahua said that the Brand Agricultural Promotion Project is a platform that integrates professional consulting, media publicity and other services, with industry-university-research, political media intelligence, asset dealers, resource sharing and multi-dimensional interaction, highlighting the brand effect. Those in need will enjoy a package of integrated services from industrial policy interpretation to brand promotion, with both strategic positioning and tactical support.

In terms of industrial policy, it brings together a group of outstanding agricultural industrial policy experts and scholars to pulse the development trend of domestic and international agricultural industrialization, accurately grasp the new situation, new tasks and new opportunities of agricultural industrialization development, and grasp the essence of agricultural policy. By analyzing the national strategic planning and policy guidance for the development of agricultural industry, we can guide brand agricultural enterprises and regional brand agricultural parks to make scientific and rational use of agricultural policies.

In the aspect of brand publicity, gather professionals in brand construction and publicity, based on the height of brand strategy, help brand agricultural enterprises and regional brand agricultural parks to carry out rational planning, and assist local governments and enterprises in all aspects from the aspects of brand strategic positioning, brand value mining, brand protection and so on.

China's agricultural development has reached the development stage of vigorously strengthening brand construction. It is an urgent task to consolidate the basic support of brand construction, constantly innovate the ways and methods of brand construction, and optimize the policy environment of brand construction. Local governments and agricultural enterprises should stand at the strategic height of brand building, constantly tap the potential of factors and give full play to the ability of resource integration in order to enhance the comprehensive competitiveness of local industries and enterprises.