how to build the regional brand theory of agricultural products with Jiangxi characteristics; the connotation of regional brand of agricultural products is often equated with the origin effect and geographical indication of agricultural products, but from the economic point of view, the connotation of regional brand of agricultural products is different from the origin effect and geographical indication of agricultural products. (1) The origin effect of agricultural products refers to consumers' internal impression of the origin of agricultural products, and it is consumers' overall cognition of products produced in a country or region, which stems from consumers' long-term impression or feeling of production and marketing in this region. The origin effect is an important factor affecting consumers' purchasing decisions. Because agricultural products have obvious geographical characteristics, their characteristics and product quality characteristics are more closely related to the geographical environment and natural resources conditions of specific production and processing areas, the origin effect of agricultural products is more obvious than that of industrial products. (2) Geographical indications of agricultural products refer to the indications that the agricultural products come from a certain region, and the specific quality, reputation or other characteristics of the agricultural products are mainly determined by natural factors or human factors in the region. There are many factors for the formation of geographical indications of agricultural products, but what is important is the natural environment and human factors in the place of origin. Humanistic factors are manifested in farmers' unique production methods, traditional production technologies and crafts, and they run through the whole agricultural production practice process. In essence, geographical indications of agricultural products are the crystallization of the long-term practical wisdom of farmers in this area. From the point of view of intellectual property, geographical indications of agricultural products are formed after being approved and registered by relevant departments, which is a kind of intellectual property different from trademarks, and this form of intellectual property is non-transferable. (3) The regional brand of agricultural products is a brand symbol mainly based on geographical indications used by a group of producers and operators in a certain region, including pollution-free product signs, green food signs and organic food signs. Its basis is that a large number of characteristic agricultural industrial clusters or characteristic agricultural products gather in a specific administrative or economic region and are formed through organized marketing and management by other marketing entities such as regional local governments, industry organizations or leading agricultural products enterprises. It is consumers' cognition of the regional image of agricultural products and represents the sum of consumers' regional relations with agricultural products. Therefore, the regional brand of agricultural products is an improvement of the origin effect and geographical indications of agricultural products, which can only be formed through management. The characteristics of regional brands of agricultural products (1) have the attributes of regional public goods. Regional brand is different from corporate brand, which is a kind of private goods, exclusive and competitive. The regional brand is a kind of public goods in this region, which is non-exclusive and non-competitive. Regional brand can be used by many economic entities in the region at the same time, and no user can stop others from using the brand; At the same time, the use of regional brands by economic entities within the region will not affect the use of others, and the addition of users will not increase social costs. (2) Externality. In economic theory, externality refers to the result of the behavior of one economic subject on the welfare of another. This kind of influence can be positive externalities (external benefits) or negative externalities (external costs). When some economic entities publicize regional brands through a large number of economic activities, such as providing high-quality products to the market, so as to enhance the regional brand image, all economic entities operating the same product in the region can benefit. That is to say, a successful regional brand has a good reputation and popularity. This regional brand will form a "halo effect", which will make all economic subjects who use this brand invisibly wear a mysterious and beautiful light ring, thus promoting the sale of such agricultural products. This is the positive externality of regional brands. On the contrary, if the economic subjects who use the regional brand have some bad economic behaviors, such as making and selling fakes and making false propaganda, it will seriously damage the brand image of the region, and then negative externalities will occur, which will make all the economic subjects who enjoy the regional brand in the region be implicated more or less innocently, resulting in a "domino" brand chain crisis. (3) It has the effect of "lemon market". In the absence of effective control measures, some producers and operators who enjoy regional brands often provide inferior products to the market. Because it is difficult for consumers to distinguish between high-quality products and low-quality products, consumers tend to buy low-quality products at lower prices, while high-quality products using the same regional brands are difficult to sell, resulting in the phenomenon of "inferior products expelling superior products". The existence of this phenomenon will make it difficult to expand the market of high-quality agricultural products and improve the quality of agricultural products, which will lead to the promotion of regional brand image as a problem. The above three characteristics are also the three major difficulties in the construction and operation of regional brands of agricultural products. Therefore, when building regional brands of agricultural products, we should increase the marketing propaganda of the brands externally and have corresponding control measures internally to form a "combination boxing", so as to avoid the negative externalities of regional brands of agricultural products, avoid the "lemon market" effect of regional brands, and continuously enhance the competitiveness of regional brands. The necessity of creating regional brands of agricultural products (1) Creating regional brands of characteristic agricultural products can better guide urban residents to consume agricultural products. With China's per capita GDP exceeding $2,, people's demand for agricultural products will change from food and clothing to the pursuit of nutrition, safety, convenience and diversity, thus promoting the rapid upgrading of agricultural products. Therefore, the branding of characteristic agricultural products has a broader market prospect. (2) Creating regional brands of characteristic agricultural products can transform the resource advantages and specific regional advantages of agricultural production into market competitive advantages of agricultural products. Some quality characteristics of agricultural products are hidden, so it is difficult for buyers to truly and completely understand the quality information of agricultural products. Through the regional brands of characteristic agricultural products, the information of agricultural products' quality advantages can be directly presented to buyers. (3) Creating regional brands of characteristic agricultural products can overcome the high dispersion of agricultural management. At present, the prominent feature of China's agriculture is non-enterprise small-scale and highly decentralized. In China, the main bodies engaged in agricultural products production and operation activities are mainly farmers and self-employed individuals who wholesale and retail agricultural products, while agricultural enterprises are very few. This non-enterprise small-scale operation is difficult to brand agricultural products, and it is also uneconomical in economy, because branding requires costs, such as brand design, production and registration, product packaging design and production, brand image shaping and promotion, brand management and maintenance, etc. If the scale of operation is too small, the production and sales of agricultural products will be too low, which will lead to a substantial increase in the unit cost of agricultural products. It is unrealistic to establish a single brand in this small-scale operation. It is feasible for producers and operators who produce and operate the same agricultural products in the same area to unite and establish a * * * brand with the same use-regional brand. (D) Creating regional brands of characteristic agricultural products can improve the level of agricultural industrialization and intensification. All aspects of agricultural production, processing, sales and circulation should be carried out according to the market mechanism, and a series of specialized production and operation should be formed around the production of a certain commodity, including planting, breeding, production, supply and marketing, and service network, so that specialization and industrialization of each link can be combined, so that each product can make raw materials, primary products and intermediate products into final products and enter the market in the form of regional brands, which is conducive to improving the overall economic benefits of the industrial chain. Present situation and problems of regional brands of agricultural products in Jiangxi (I) The present situation of regional brands of agricultural products in Jiangxi is a big agricultural province with rich agricultural resources and outstanding ecological advantages. Jiangxi accounts for 2.5% of the country's arable land and produces 4% of the country's agricultural products. It is an important commodity grain and commodity cotton base in China. Jiangxi's grain production has increased by 9.1 billion Jin for four consecutive years, which is unprecedented in Jiangxi's history. It is also the only province in southern China that continuously provides commodity grain to the country. Jiangxi has made full use of its location and industrial advantages, concentrated its main forces, and vigorously developed pollution-free, green and organic foods, initially forming ten leading industries such as rice, pigs, aquatic products, waterfowl, tea, citrus, camellia oleifera, bamboo, Chinese herbal medicines and commercial vegetables, focusing on building a number of high-quality agricultural product supply bases, cultivating a number of high-quality agricultural product brands and supporting a number of leading enterprises in agricultural industrialization. There are 54 pollution-free agricultural products in the province, 363 of which are certified as pollution-free agricultural products nationwide, and 711 are green foods, ranking sixth in the country, including 321 organic foods, ranking first in the country. Jiangxi agricultural products won 6 titles of "well-known trademark" or "China famous brand", 54 provincial famous brand products and 84 famous trademarks in Jiangxi. For example, Nanfeng Tangerine, Gannan Navel Orange, Guangchang Bailian, Yugan Black Wuji, Wuyuan "Dazhanshan" brand and "Tianyou" brand organic tea, Fengxin "Biyun" rice, etc., have become famous brand products both at home and abroad. (2) Problems existing in the development of regional brands of agricultural products in Jiangxi (1) The scale of operation of regional brands of agricultural products is too scattered and small. Among the agricultural products production and processing enterprises in Jiangxi Province, the scale of enterprises is too scattered and small. There are 2,96 leading agricultural enterprises in the province, of which only 58 have a sales income of more than 5 million yuan and only 31 have a sales income of more than 1 million yuan. At present, there are 9 state-level leading enterprises and 1 provincial-level leading enterprises in Jiangxi Province, of which 25 have an annual sales income of over 1 million yuan and 3 have an annual sales income of over 1 billion yuan. These leading enterprises have an average fixed assets of 3.92 million yuan and an average sales income of 13 million yuan. Compared with the agricultural industrialization organizations in the domestic market, there is a certain gap in scale and sales. The current practice of "one county, one industry" and "one township (or one village) with one product" may also lead to the dispersion of land, capital and technology, and it is difficult to form economies of scale. In order to succeed in the national agricultural products market, we must have a certain scale, otherwise, it is difficult for the agricultural products to get out of the marketing area. (2) There is no industrialized management mode of regional brand of agricultural products. Because the regional brand of agricultural products has its own regional public goods attributes, externalities and lemon effect, it has become a difficult point to create a regional brand of agricultural products. At present, although the embryonic form of Nanfeng Tangerine and Gannan Navel Orange regional brands has been formed in our province, the trade association, as the main body of regional brand operation of agricultural products, can not play an effective leading role in the operation of regional brands, and its functions are limited to "linking the government, linking farmers, linking merchants and outreach markets", and it has not yet formed the functions of "organizing farmers, industry self-discipline, internal quality control, external market search, market regulation and brand rights protection". (3) There is no unified supply chain for agricultural products. The establishment of regional brand of agricultural products must rely on agricultural product supply chain, which refers to a network chain of agricultural products along the movement of farmers, cooperative organizations, processing enterprises, logistics centers, retailers and consumers. The regional brand of agricultural products is closely related to the perfect supply chain of agricultural products. This is because in the supply chain of agricultural products, for the sake of overall interests, it requires farmers, processing enterprises and retailers at all nodes in the whole chain to abide by the unified quality standards and the standards of all links formulated according to the unified standards. In addition, the upstream and downstream of the supply chain also rely on unified standards to constrain each other. For example, considering the quality and interests of this link, agricultural products processing enterprises will strictly require the upstream of the supply chain-farmers must follow the unified standards of the supply chain, and farmers have to organize production according to the unified standards in order to exist in this supply chain and rely on the supply chain to obtain benefits. Due to the requirements of the overall interests of the supply chain, individuals and enterprises located at all nodes of the supply chain will form a unity of interests, thus ensuring the regional brand building of agricultural products. (4) The brand concept is backward. Jiangxi is an underdeveloped province, farmers' market economy concept is still relatively backward, and brand awareness is even weaker, which leads to the low enthusiasm of farmers and enterprises to create brands. Experience of establishing regional brands of agricultural products at home and abroad (I) The geographical indication system of regional brands of French champagne, as one of the important symbols of regional brands of agricultural products, originated in France and has a history of more than 1 years. Among them, the most representative agricultural product is French wine-champagne. France has established a perfect system of laws and regulations to protect geographical indications. Specifically, it includes: first, the competent department issues laws and regulations, specifically stipulating the geographical scope of origin, traditional process methods, product quality characteristics requirements and market supervision. Second, the industry or association authorized by the government issues the mandatory Detailed Rules for Implementation and the Code of Practice, which are recognized by the state. Such as planting requirements, processing date, tools used, picking methods, cellar requirements, etc. Specifically, France is very strict about the production process of champagne. It not only stipulates the production area of grapes, but also has strict regulations on how many grapes are planted per hectare, how many fruit ears each tree bears, how many grains each ear bears, and the upper limit of the yield per hectare. The excess yield cannot be used to make wine with the name of origin. Even if it is required to turn oak barrels during the brewing process, the traditional manual method will still be used instead of machinery. The French government has advanced ideas in protecting geographical indications. The French government believes that geological signs belong to the intangible assets and cultural heritage of the country, belong to the category of public rights and should be protected and supervised by the state. The state grants the right to use to collectives and associations composed of private individuals, and geographical indications are public property used by private individuals. The main responsibility of the government is to ensure the authenticity of the origin of products, ensure the quality and reputation of products, prevent infringement, and safeguard the interests of farmers and wine merchants. (2) American Sunkist regional brand Sunkist regional brand belongs to American Sunkist Orange Farmers Association. Sunkist Orange Farmers Association is one of the 1 largest non-profit purchase and sale cooperatives in the United States. Sunkist Orange Farmers Association, formerly known as Southern California Fruit Exchange, was founded on August 29th, 1893 by more than 1 representatives of orange farmers in Los Angeles. The Association formulates grading standards for citrus, controls product quality, and provides transportation and marketing services for 6 citrus producers in the region. Later, with the expansion of the scale of the association, the association was renamed Sunkist Grower, and the trademark was determined to be Sunkist. The packaging of the fruits it traded had the trademark "Sunkist Orange". Sunkist Orange Farmers' Association is a non-profit cooperative organization, whose property is owned by its members * * *. It adopts a corporate management mode in market operation, implements professional and specialized management and employs a full-time general manager. The organizational structure of the association consists of four levels: members' meeting, board of directors, general manager and employees. The operation funds of the association mainly come from the government's tax rebate for fruit farmers, budget subsidies for agriculture, and membership fees paid by members. One of the operating modes of Sunkist Orange Farmers Association is the "contract system". Fruit farmers, orchard management companies, packaging factories, etc. voluntarily join as one of the shareholders, forming a contractual benefit distribution mechanism for all links before, during and after delivery. Association ambassador