Research on Regional Public Brand Construction of Agricultural Products in Fushun City

Abstract

Rural Revitalization Strategy gives birth to the road of brand development of agricultural products, and the unique regional common advantages of agricultural products make them have the nature of natural quasi public products. How to build a regional public brand of agricultural products is the key to solve the road of agricultural and rural modernization. As a resource exhausted city, Fushun is in urgent need of transformation to find a new way. Building geographical indication agricultural products into an influential public brand of regional agricultural products and giving full play to its role in driving the overall development of regional economy is a feasible way for Fushun's economic transformation and Rural Revitalization. At present, the demand of Chinese consumers has changed greatly, from meeting the basic needs to pursuing high-quality and cultural brand agricultural products. By the end of 2020, there are 11 geographical indication agricultural products in Fushun, covering edible fungi, aquatic products, medicinal materials and fruits. However, these geographical indication products do not play a real market value. It takes multiple efforts to build geographical indication products in the legal sense into regional public goods brands in the market sense. Combined with the changes of current consumer demand, starting with the elements of consumer and brand power, combined with AK brand model, this paper constructs the construction of regional agricultural public goods brand in Fushun from five dimensions: brand awareness, brand loyalty, perceived brand, brand association and other brand proprietary assets. At present, the following problems exist in the brand building of agricultural products in Fushun City: first, paying more attention to application than brand promotion; Second, lack of regional public brand construction subject; Third, the quality control is not in place, which leads to the lag of regional public brand construction of agricultural products, the lack of consumer awareness of Fushun geographical indication agricultural products, let alone brand loyalty. Starting from AK brand model, this paper puts forward some suggestions on the construction of regional public brand of agricultural products in Fushun: first, design the regional public brand name with good brand association; Second, increase perceived quality and cultivate customer loyalty; Third, establish a brand operation center, formulate marketing strategies and enhance brand awareness; Fourth, decorate the brand with culture and enhance the brand influence; Fifth, promote the construction of regional public brands of agricultural products in Fushun, help the revitalization of rural areas in Fushun and promote regional economic development in five aspects: three products and one standard certification.