Brand Agriculture Promotion Service Platform to Make Its Debut Soon
Establishing a brand agriculture promotion platform became an important outcome of this China Brand Agriculture Development Conference. Attending experts believe that at present, China's agricultural brand building has set sail, but still lacks a clear ideological, theoretical and policy system, and the overall level of development remains relatively low. After extensive discussion and deliberation, a number of research institutions and numerous industry experts attending the conference, under the guidance of the executive committee of the China Brand Agriculture Conference, decided to jointly build a “Brand Agriculture Promotion Service Platform” to provide research, publicity and promotion, and consulting services for local agricultural industry development and new types of agricultural business entities.
According to the introduction, centering on issues such as “how to enhance the competitiveness of brand agriculture enterprises”, “how to grasp the direction of industrial policy”, “how to integrate capital resources”, and “how to carry out brand marketing and innovation”, the platform will carry out a series of promotion services centered on “China Agricultural Brand Competitiveness Research” and the “China Brand Agriculture Promotion Project”, helping local industries, new types of agricultural business entities and agricultural park construction from both theoretical and practical perspectives, and promoting the rapid development of brand agriculture.
Basic Research on Agricultural Brand Competitiveness Launched
At present, research on brand agriculture in China is mostly built on the theories and practices of brand agriculture in developed countries and lacks innovation. Surveying domestic and international literature on brand agriculture research, we find that current research objects are mostly concentrated on aspects such as the connotation of brands, brand agriculture strategy, the current status of brand agriculture building, existing problems and countermeasures, and lack systematic research on the competitiveness of China's agricultural brands. Wang Jiahua, director of the Rural Development Institute of Renmin University of China, said that research on agricultural brand competitiveness will focus on providing intellectual support from a theoretical perspective for local agricultural industries, new types of agricultural business entities and agricultural park construction.
Scientifically and systematically analyzing and studying agricultural brand competitiveness is of great significance for advancing China's brand agriculture development and accelerating the development of agricultural industrialization and the modernization process. By reviewing domestic and international theories on enterprise competitiveness research, combining them with the growth process of brand agriculture enterprises, and using professional indicator systems and value criteria, it discovers, excavates and promotes benchmark forces in brand agriculture, measures, evaluates and reveals the reasons for differences in competitiveness among different brand agriculture enterprises, and provides theoretical basis and practical reference for local industries, agricultural enterprises and agricultural parks to enhance competitiveness.
⟦NL> According to the introduction, this research mainly centers on three dimensions: enterprises' external resources, endogenous factors, and brand and market, comprehensively measuring the competitiveness of an agricultural brand or agricultural enterprise from eight aspects: industrial policy, industrial resources, industrial capital, human capital, technological innovation, management capability, brand and market. At the same time, among national-level and provincial- and municipal-level leading agricultural enterprises, it will select outstanding benchmark brand agriculture enterprises across six major categories: rice, flour, grain and oil; dried and fresh fruits and vegetables; the tea industry; meat, poultry, eggs and milk; freshwater and marine aquatic products; and agricultural services, and through follow-up research, publicity and promotion, and intellectual support, help build brand enterprises and enhance their driving capacity.
Those Needing Brand Building Can Receive Public-Benefit Services
In order to enable basic research to truly produce practical results, attending experts believe that research and practice must be combined, and the brand agriculture public-benefit promotion project is precisely what is called for. The project will adopt case-based and special systematic follow-up research nationwide to help and promote the healthy and rapid development of a batch of agricultural industries, agricultural enterprises and agricultural parks. The brand agriculture promotion project highlights public benefit, emphasizes practical effectiveness, and is devoted to comprehensively analyzing and examining the advantages and disadvantages of brand agriculture enterprises and regional brand agriculture parks in external resource integration, potential of endogenous factors, and brand and market marketing strength, fitting the actual development of enterprises and parks, helping solve practical problems encountered in the development process, and promoting the development of brand agriculture.
In order to mobilize social forces to jointly participate in brand agriculture building, the brand agriculture promotion project will adopt a method of recommendation by local governments and agricultural departments and evaluation with expert participation, selecting enterprises and agricultural parks with typical regional characteristics in each industry as assistance targets of the brand agriculture promotion project. Each province is limited to 5 places, and each industry to 1 place.
Wang Jiahua said that the brand agriculture promotion project is a platform integrating services such as professional consulting and media publicity, bringing together industry, universities and research institutes, government, media and think tanks, capital, intermediaries and commerce, sharing resources and interacting across multiple dimensions, and highlighting brand effects. Those in need will enjoy a package of integrated services ranging from interpretation of industrial policy to brand publicity, with both strategic positioning and tactical support.
In terms of industrial policy, it brings together a group of outstanding experts and scholars in agricultural industrial policy, takes the pulse of domestic and international trends in agricultural industrialization development, accurately grasps the new situation, new tasks and new opportunities of agricultural industrialization development, and grasps the essence of agricultural policy. By analyzing the state's strategic planning and policy guidance for agricultural industry development, it guides brand agriculture enterprises and regional brand agriculture parks to scientifically and rationally use agricultural policy.
In terms of brand publicity, it brings together professionals in brand building and publicity, stands at the height of brand strategy, helps brand agriculture enterprises and regional brand agriculture parks carry out reasonable planning, and assists local governments and enterprises in an all-round way in aspects such as brand strategic positioning, brand value excavation and brand protection.
China's agricultural development has reached a stage of vigorously strengthening brand building. Consolidating the foundational support for brand building, continuously innovating the methods and approaches of brand building, and optimizing the policy environment for brand building are urgent tasks. Local governments and agricultural enterprises must stand at the strategic height of brand building, continuously tap the potential of factors, and give play to the ability to integrate resources, so as to enhance the comprehensive competitiveness of local industries and enterprises.