How to improve the agricultural product brand service system

Through research, the author found that in the process of advancing agricultural product brand building, there are some difficulties and problems, mainly manifested as follows: First, awareness of protecting agricultural product brands is weak, and related supporting measures such as supervision, rights protection, and government marketing lag behind. Second, most agricultural products are still produced and operated in a decentralized, household-by-household, small-workshop model, and most agricultural product trademarks and geographical indications have not been registered in a timely manner for protection. Third, the market share of agricultural product brands is low, there is a lack of deep processing, and combined with blocked market information, agricultural products often suffer from unsalable inventories during peak seasons.

Countermeasures and suggestions:

First, improve the agricultural product brand service system, form agricultural product brand service teams, assign personnel, clarify responsibilities, and effectively fulfill service duties. At the same time, step up publicity efforts and make full use of media such as radio, television, newspapers, and magazines to publicize knowledge of laws and regulations on agricultural product brands and the important significance of agricultural product brand strategy.

Second, adopt practical and feasible measures to actively support and cultivate agricultural product brands. First, cultivate carriers for agricultural product brands. Guided by the market, direct more social resources toward distinctive, famous-brand agricultural products and advantageous agricultural industries, so that more agricultural product brands with local characteristics, relatively concentrated production, and relatively large output can grow. Second, determine a cultivation echelon. Conduct detailed research and sorting, and select advantageous agricultural and sideline products that are recognized by consumers, have good market reputations, and have relatively strong market competitiveness as tiered cultivation targets. Third, increase fiscal funding input, improve policy support measures, and support agricultural products with geographical indication trademarks in achieving further development.

Third, strengthen standardized management of the use of agricultural product brands, and strive to explore a long-term mechanism for effectively protecting agricultural product trademarks and geographical indications. On the one hand, administrative guidance should be strengthened, guiding the registration of agricultural product trademarks and geographical indications throughout the entire process, and guiding fair and orderly market competition among members. On the other hand, it is necessary to establish a rapid discovery mechanism for agricultural product brand infringement cases, an information exchange mechanism, and an interdepartmental coordination mechanism, so as to provide strong protection for agricultural product brands.