In recent years, the brand building of agricultural products in my country has been in full swing. According to relevant statistics, the total number of registered trademarks of agricultural products in my country has increased from 600,000 in 2008 to 1.25 million in 2012, doubling in four years. Fan. ?Cultivation of agricultural product brands can not only lead the adjustment of agricultural structure, improve the quality level and market competitiveness of agricultural products, and meet the escalating consumer demand, but is also an important driver for deeply exploring the added value of agricultural products, increasing farmers' income, and accelerating the transformation of traditional agriculture into modern agriculture. force. ?Zhu Baocheng said frankly that although the brand building of agricultural products is lively, there are also some problems. ?

In Zhu Baocheng’s view, the problems mainly focus on four aspects. ?First, unbalanced development, lack of overall layout planning, many, miscellaneous, and small brands. Agricultural product brands in regions with dual advantages in economy and resources, such as Shandong and Zhejiang, have developed rapidly, while brand building in some resource-poor or economically underdeveloped regions has lagged significantly behind. The second is to focus on registration and protection, and not on development and cultivation. Most places use the certification of organic food, green food and pollution-free agricultural products as the standard for rewards and support. This makes some producers and operators blindly pursue the number of registrations in pursuit of short-term interests and pay insufficient attention to brand development and cultivation.

How to solve these problems and promote the healthy development of agricultural product brands? To solve these problems, we need to give full play to the role of market competition to achieve survival of the fittest, while also giving full play to the support, guidance and supervision role of government agencies to cultivate brands. As a major strategy for the development of modern agriculture. ?To this end, Zhu Baocheng put forward four suggestions:

First, we must do a good job in planning and guidance to promote orderly development. According to the actual conditions of different production areas, economic conditions and development stages, agricultural product brand development plans are formulated from multiple levels such as regions, industries and enterprises. Support the establishment of consulting service institutions related to the cultivation and development of agricultural product brands, give full play to the role of industry associations and social intermediary organizations in promoting brand building, and improve professional service levels. By formulating a strategic development plan for agricultural product brands, we will accelerate the creation of key products by key enterprises, especially making products with high technical content, large market capacity, high added value and efficiency, and low energy consumption larger and stronger, thereby driving more farmers and agricultural Business development. Government agencies should promote the integration and growth of scattered agricultural product brands by providing information, credit, technology and other public services. At the same time, we must actively develop agricultural industrialization operations, rely on leading enterprises to develop industrial clusters, implement the "going global" strategy, and create regional and national brands of superior agricultural products.

Second, we must improve laws and regulations and protect intellectual property rights. On the basis of learning from laws and regulations related to foreign agricultural products, we should improve the legal system related to the brand construction of agricultural products in my country, strengthen the protection, development and utilization of famous, special and high-quality new agricultural product variety resources, and protect agricultural product brands and their intellectual property rights.

Third, we must strengthen policy support and encourage enterprises to become bigger and stronger. In developed countries and newly industrialized countries and regions, the process of agricultural branding has policy-based financial support with high efficiency, low interest rates and long financing terms. The government guarantees interest discounts and policy finance provides paid funds, which is an effective measure to cultivate agricultural product brands. It is necessary to study the reward and subsidy mechanism for using fiscal funds to promote the development of agricultural product brands, focusing on providing subsidies for new business entities such as large professional households, farmer cooperatives, and leading agricultural industrialization enterprises in brand building and environmental management of production areas. At the same time, priority will be given to including the production of high-quality agricultural products by brand enterprises into the scope of policy insurance (safety insurance).

Fourth, we must strictly monitor the market and strictly investigate counterfeit and shoddy products. Integrate the law enforcement forces of relevant departments, increase law enforcement efforts to combat counterfeiting of agricultural products, strictly prohibit false advertising, investigate and deal with illegal activities such as the abuse of regional brands, and establish a market order for fair competition. Improve the agricultural product quality standard system, standardize and improve the agricultural product brand promotion and recognition platform, strengthen the supervision of the behavior of relevant entities, improve the complaint reporting channels and the legal investigation and handling mechanism, and encourage the public to participate in the cultivation and supervision of agricultural product brands.