(A) to strengthen publicity and guidance, strengthen the brand awareness of characteristic agriculture. Actively play the guiding role of the news media, and vigorously publicize the significance of "three products and one standard" and trademark registration in an easy-to-understand form. News organizations should open up special programs, increase publicity for key enterprises and brand-name products, shape brand image, promote product sales, create well-known trademarks, and promote the comprehensive, coordinated and sustainable development of rural economy. Party committees and governments at all levels, business owners and the public should enhance their awareness of striving for brands.
(2) Give full play to government functions and use administrative means to promote the development of agricultural brands. To establish a development mechanism of "enterprise-led, market-oriented and government-driven", the relevant government departments should give a green light to the brand building of agricultural products, build a platform, and vigorously support the development of local agricultural products brand enterprises and other agricultural subjects from the aspects of funds, publicity, taxes and fees, finance and external promotion.
(3) Support the development of enterprises and give play to typical demonstration effects. It is necessary to fully stimulate the confidence and determination of agricultural subjects to become bigger and stronger agricultural products brands, encourage leading enterprises to innovate in science and technology, and improve the quality of agricultural industrialization with brand products. Give financial subsidies to technological innovation and product promotion of leading enterprises. Support the existing production and operation bases and leading enterprises of brand agricultural products, upgrade the grade of agricultural products, expand the reputation of agricultural products market, enhance the intangible assets of agricultural industry and promote the development and growth of enterprises.
(4) Strengthen brand creation management. All localities should further intensify efforts to cultivate pollution-free agricultural products, green food, organic food, geographical indications of agricultural products and well-known trademarks in China and Sichuan. Cultivate a number of brand agricultural products and processed agricultural products with high popularity and market share. It is necessary to establish a creative incentive mechanism focusing on creation and management, encourage producers and operators to create more industry famous brands, and take the road of brand entrepreneurship.
(five) the establishment of special funds for agricultural brand building. Every year, the government should arrange certain special funds as guiding seed funds, and focus on supporting leading enterprises with strong driving and good growth by means of subsidies and incentives. Enterprises that use TV stations, newspapers and outdoor advertisements above the municipal level to invest more than 500,000 yuan for publicity will be subsidized according to about 10% of the investment. Participate in agricultural fairs at or above the provincial level and give subsidies for booth fees. Enterprises that have won national well-known trademarks, provincial well-known trademarks, "organic food" and "green food" will be rewarded respectively.
Shortcomings and problems in the creation of agricultural brands
First, the understanding is not in place and the brand concept is poor. Traditional agricultural production consciousness still accounts for a large proportion, lacking modern agricultural development concepts such as standardization, branding, industrialization and scale. Backward marketing methods, low production efficiency, neglect of brand management, lack of necessary investment, lack of appropriate publicity and construction, resulting in low brand awareness and recognition, unable to play the added value and value-added effect of the brand.
Second, the market share of agricultural brands is low and unbalanced. Judging from the total number of trademarks, there are more than 900 registered agricultural trademarks in our city, accounting for more than 45% of the registered trademarks in our city. There are more than 60 brand-recognized trademarks (well-known in China, well-known in the province and well-known in the city), accounting for nearly 4% of the total number of trademarks. There are only 70 certifications of pollution-free agricultural products, green food and organic food in the city, and there is a lack of products with national popularity. In terms of brand distribution of agricultural products, three national-level China well-known trademarks are all held by Langzhong enterprises, and the regional development is unbalanced.
Third, the publicity and display marketing efforts are not enough. The independent publicity of agricultural business entities is not strong enough. Even if there are some advertisements, there is a lack of a complete set of advertising strategies and trademark brand strategies. The propaganda work led by the government is even weaker, which has a certain gap with the special attention paid by surrounding cities and counties to the creation and propaganda of agricultural brands.
Fourth, policy support needs to be strengthened. Due to different regions, different social and economic development bases and different work priorities, most county (city, district) governments in our city have not specifically studied and issued agricultural brand development policies and documents. Insufficient policy support funds and imperfect policy measures have led to uneven development of local work.