Take brand building as a major strategy to promote modern agriculture

Great progress has been made in the theoretical research and practical exploration of agricultural brand construction in China, and more and more consensus has been reached among managers, builders and consumers. Brand building has become an important way to promote agricultural modernization and regional economic development, the core business strategy of new agricultural operators, and an important guarantee for food safety to gain the trust of consumers. it has also become a new normal to accelerate agricultural modernization.

From the overall process of China's modernization, the implementation of agricultural brand strategy is the inherent requirement of promoting agricultural modernization. Agricultural modernization is still a deficiency and restricting factor in the synchronization of the "four modernizations". Modern agriculture should be resource-saving and environment-friendly agriculture, should be equipped with modern science and technology and information technology, and should be agriculture with outstanding product comparative advantages and strong market competitiveness. As an agricultural brand, first of all, it is a model for the application of agricultural science and technology and the scientific utilization of resources. in this sense, modern agriculture can also be said to be the agriculture where brands gather. Without the brand of agriculture, without a large number of high-tech and competitive agricultural brands as representatives, it is difficult to say that agriculture has achieved modernization. Therefore, the implementation of agricultural brand strategy is the inherent requirement of accelerating agricultural modernization and a major measure related to the overall situation of China's economic and social development and the whole process of modernization. Under the market environment of deepening reform, the modern agricultural pattern of large production, big market, big circulation and big brand is taking shape rapidly, which will bring a brand-new development environment for the construction of agricultural brand.

From the practice of the development of modern agriculture in China, the implementation of agricultural brand strategy is the main path and direction to strengthen the characteristic industries of agriculture. China has a vast territory, a variety of natural ecology and resource endowments, and the basis for the development of agricultural industry is also different. however, from the reality of development, the areas with a higher level of agricultural modernization are often areas with rapid development of brand agriculture. it is a gathering area for agricultural products brands. Brand building involves many links of production and market, which is a powerful driving force to optimize agricultural industrial structure and enhance the modernization level of characteristic industries, and an important starting point to promote the development of modern agriculture and characteristic industries. During his inspection tour of Shandong last year, President Xi Jinping pointed out that the key to the development of a place is to find the right way and highlight its characteristics. In order to grasp the development of underdeveloped countries and regions, we should base on resource endowment and industrial foundation, do a good job in characteristic articles, and realize differential competition and misplaced development. China's unique natural ecological environment, cultivation methods and human history have formed many characteristic agricultural products for thousands of years. These characteristic agricultural resources are not only the creation of nature, but also a precious historical heritage, which contains huge economic, social and cultural value. by implementing the agricultural brand strategy, we can integrate these factor resources with the integration of humanities, ecology and environment, so as to make them become an important carrier for the sustainable development of local economy and society and the main way for the protection and development of characteristic agricultural economic resources.

From the perspective of changing the mode of agricultural development, the implementation of agricultural brand strategy is an important driving force to promote the sustainable development of agriculture. Changing the mode of agricultural development is the fundamental way to break through the constraints of resources and environment and achieve sustainable development. Agriculture is an industry that is highly dependent on resource conditions and has a direct impact on the natural environment. The utilization of agricultural resources has an important impact on the realization of sustainable development. As we all know, good agricultural resources and environment are the source of the quality of agricultural products, the natural demand of the market and consumers, the essential element of brand building, and an effective way for some countries to build agricultural brands and even cultural brands. In the face of the current problems such as the extensive mode of agricultural development in China, the waste of local resources and the aggravation of pollution, we can only change the mode of development, speed up the development of green, high-quality and brand agriculture, and improve the efficiency of the use of resources and inputs. Only by giving full play to the versatility of agriculture can we break through the constraints of resources and environment and achieve sustainable development.

From the experience of international agricultural development, the implementation of agricultural brand strategy is almost a common practice for the world agricultural powers to win the international competitive advantage of agriculture. One of the important reasons why France can become an agricultural power and brand agricultural power in Europe and the world is that it is good at giving full play to its agricultural comparative advantages, vigorously promoting the brand construction of characteristic agricultural products and the protection of intellectual property rights. In order to adapt to the new situation of economic globalization, we must promote the mutual promotion of agriculture's opening up at home and abroad, better integrate bringing in and going out, promote the orderly and free flow of international and domestic factors and the deep integration of markets, and speed up the cultivation of new advantages to participate in and lead international economic cooperation and competition. The implementation of agricultural brand strategy is the strategic choice to cope with international competition, the mechanism of international trade forcing the transformation and upgrading of China's agriculture, the objective requirement of realizing China's agricultural modernization, and the inevitable way to improve the level of international cooperation in China's agriculture. From meeting the basic domestic needs to cultivating international well-known brands, to demonstrate strong competitiveness through a large number of brand products, so as to promote the transformation and upgrading of domestic agriculture and the development of modern agriculture, this is the way that China's agricultural development must take.

At present, no matter from the macro level of the whole country's modernization construction, or from the micro level of modern agricultural development practice, the implementation of modern agricultural brand strategy has more mature conditions. In my opinion, the implementation of China's modern agricultural brand strategy can be considered from the following aspects: