Problems of Lagging Brand Building of Agricultural Products Affecting Market Competitiveness and Countermeasures of Traceability System

Runqi Chen; Xinyong Lu

doi:10.62177/amit.v1i3.428

Authors

Runqi Chen College of Economy and Trade, Zhongkai University of Agriculture and Engineering
Xinyong Lu College of Economy and Trade, Zhongkai University of Agriculture and Engineering

DOI:

https://doi.org/10.62177/amit.v1i3.428

Keywords:

Brand Building of Agricultural Products, Traceability System, Quality and Safety, Consumer Trust

Abstract

The current construction of agricultural product brands faces core problems such as product homogenization, insufficient quality and safety assurance, limited brand communication channels, and weak premium ability. The root cause lies in the interweaving of multiple factors such as limited capacity of agricultural production entities, lagging government support services, and dynamic changes in market consumption demand. As a key path to solving the above difficulties, the traceability system builds the core support for agricultural product brand construction through the synergistic effects of quality and safety assurance, consumer trust enhancement, brand differentiation development, and agricultural industry upgrading. However, the current traceability system still faces bottlenecks such as fragmented policy supply, inconsistent technical standards, and low participation of stakeholders. It is urgent to achieve breakthroughs through systematic measures such as strengthening policy guidance, improving technical specifications, and stimulating the driving force of stakeholders, ultimately promoting the construction of agricultural product brands towards a new stage of high-quality development.

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