Author(s)

Yi Wang ¹, Liegui Chen ¹, Yan Guo ², Xiaowei Niu ³

Affiliation(s)

¹ Economics and Management College, Zhaoqing University, Zhaoqing, Guangdong, China
² Management College, Zhongkai University of Agriculture and Engineering, Guangzhou, Guangdong, China
³ Committee of the Communist Youth League of Zhaoqing University, Zhaoqing University, Zhaoqing, Guangdong, China

Corresponding Author

Yan Guo

ABSTRACT

This paper analyzes the current status of agricultural development and the construction of brand-enhanced agriculture in Zhaoqing City under the background of rural revitalization and the "Hundred, Thousand, and Ten Thousand Project." The study indicates that Zhaoqing City has achieved steady growth in grain production, significant results in high-standard farmland and green, high-quality, and efficient demonstration bases, and robust support for the "vegetable basket" project. In terms of brand building, renowned brands such as Deqing tribute oranges and Sihui Shatang oranges have achieved outstanding results, and the competitiveness of agricultural products has been enhanced through the "Guangdong-branded" strategy. However, Zhaoqing's brand awareness, the completeness of the industrial chain, and the standardization of management need to be improved. Through SWOT analysis of strengths, weaknesses, opportunities, and threats, this paper proposes countermeasures and suggestions to provide a reference for the construction of agricultural brands and high-quality development in Zhaoqing City and across the country.

KEYWORDS

Zhaoqing Agriculture, Modern Agricultural Development, Brand-enhanced Agriculture

CITE THIS PAPER

Yi Wang, Liegui Chen, Yan Guo, Xiaowei Niu, Analysis on the Path and Effectiveness of Agricultural Development and Brand-Driven Agriculture Construction in Zhaoqing City. Agricultural & Forestry Economics and Management (2024) Vol. 7: 36-46. DOI: http://dx.doi.org/10.23977/agrfem.2024.070205.

REFERENCES

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[7] Fan Yu. Building China's "Vegetable Basket". Party Construction in Sichuan, 2018, (006): P76-77.
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[9] Zhang Min. Research on the Strategy of Regional Agricultural Product Brand Extension — Taking Dangshan Pear as an Example. Jiangsu Business Review, 2021, (06): 10-14. 
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[11] Wang Xiudian, Wu Kaiqi, Zhang Lingjiao, Su Zewei. Sharing the Sweetness of "Kumquat": A Study on the Innovative Path of New Media Empowering Rural Revitalization — Taking the Kumquat Industry in Deqing County as an Example. Literary World, 2023, (4): 62-68.
[12] Wu Bihua. Research on the Development of Shatang Orange Industry in Huangtian Town, Sihui City. Zhongkai University of Agriculture and Engineering, 2022.

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