Countermeasures of Brand Innovation and Development of Traditional Characteristic Agricultural Cluster in China and Its Influence on Alleviating Farmers’ Inner Anxiety

Abstract

This paper conducts a field survey on typical traditional agricultural clusters in China, analyzes the problems existing in the brand development of traditional agricultural clusters in China, and points out the innovative development path of traditional agricultural clusters and the adjustment method of farmers' inner anxiety. The brand promotion process is affected by the weak competitiveness of agricultural products, hidden dangers of agricultural products quality and safety, and Inner anxiety of farmers. Under the strategy of rural revitalization and development, China's agricultural brand construction is facing innovation challenges. field research was carried out on the typical traditional agricultural clusters in China, such as Dounan flower cluster in Yunnan province, Jinxiang garlic cluster in Shandong Province and Turpan grape cluster in Xinjiang Province, to analyze the problems existing in the brand development of China's traditional agricultural clusters. On this basis, according to the theory of ecological model, this paper analyzes the linkage development mode of professional farmers as the basis, cooperatives as the center, and society as the guarantee, and discusses how to alleviate the Inner anxiety of farmers under the construction of cluster brand. This paper points out the innovative development path of traditional agricultural cluster in China and analyzes the supporting strategies to relieve the Inner anxiety of farmers. the innovative development path of traditional agricultural cluster in China is proposed from the aspects of brand development mode, product quality guarantee system, consumer identity and brand environment construction, and the supporting strategies to alleviate farmers' Inner anxiety are analyzed from the three levels of government, farmer cooperatives and individual farmers. it is of great practical significance to promote the transformation of China's traditional agricultural cluster economic growth from "resource consumption driven" to "brand innovation driven".