RESEARCH ON REGIONAL BRANDING OF AGRICULTURAL PRODUCTS IN CHINA

Topic: In recent years, branding agricultural products is a necessary path for the development of agricultural products in China. In today's deepening globalization and digital economy, regional agricultural product branding has a non-negligible role in enhancing the market competitiveness of agricultural products. General Secretary Xi Jinping has repeatedly emphasized the importance of agricultural product branding, and policy documents have proposed to strengthen the construction of regional agricultural product public brands. Objectives: This paper analyzes foreign experience in agricultural product branding on the basis of understanding the policy background and literature related to regional branding of agricultural products in China as a reference. This paper also discusses the development of agricultural branding in China and proposes a sustainable development path for the future. Methods: This paper adopts a comparative analysis method to analyze the development of agricultural product branding in China.