Improve the brand service system of agricultural products

Through research, the author found that there are some difficulties and problems in the process of promoting the brand construction of agricultural products, mainly in: first, the awareness of brand protection of agricultural products is weak, and the relevant supporting measures such as supervision, rights protection and government marketing lag behind. Second, most of the agricultural products are still a decentralized, small workshop production and management model, and most agricultural trademarks and geographical indications are not registered in time to protect them. Third, the low market share of agricultural products brands, the lack of intensive processing, coupled with the blocking of market information, often lead to the phenomenon of unsalable agricultural products in peak season.

Countermeasures and suggestions:

First, improve the brand service system of agricultural products, set up the brand service team of agricultural products, implement the personnel, clarify the responsibilities, and earnestly perform the service responsibilities. At the same time, it is necessary to strengthen publicity and make full use of radio, television, newspapers, magazines and other media to publicize the knowledge of agricultural product brand laws and regulations and the significance of agricultural product brand strategy.

Second, take practical measures to actively support and cultivate the brands of agricultural products. First, it is necessary to cultivate the brand carrier of agricultural products. Market-oriented, guide the transfer of more social resources to characteristics, brand-name agricultural products and superior agricultural industries, so that more brands of agricultural products with local characteristics, relatively concentrated production and large output can grow up. Second, it is necessary to cultivate echelons. It is necessary to investigate and sort out in detail, and choose superior agricultural and sideline products with consumer recognition, good market reputation and strong market competitiveness as cascade cultivation objects. Third, it is necessary to increase financial investment, improve policies and measures, and support the further development of agricultural products with geographical indications trademarks.

Third, strengthen the standardized management of the brand use of agricultural products, and strive to explore a long-term mechanism to effectively protect the trademarks and geographical indications of agricultural products. On the one hand, administrative guidance should be strengthened to guide registered agricultural trademarks and geographical indications throughout the process, so as to guide fair and orderly market competition among members. On the other hand, it is necessary to establish a rapid detection mechanism, information exchange mechanism and inter-departmental cooperation mechanism for agricultural products brand infringement cases, so as to provide strong protection for agricultural products brands.