Abstract:

The branding construction of characteristic agricultural products is the main way to achieve rural revitalization. Relying on its excellent ecological environment and abundant agricultural resources, Lishui City has discovered and cultivated a large number of characteristic agricultural products. Through the implementation of the agricultural product brand strategy, it has created well-known brands such as "Lishuishangeng", promoting the organic integration of local ecological industries and increasing farmers' income. However, due to the limitations of regional characteristics, the brand construction of agricultural products in Lishui City has problems such as relatively small industrial scale, low standardization degree, short industrial chain, and insufficient brand driving force, which have led to weak market competitiveness and low added value of Lishui's characteristic agricultural products. In order to solve the above-mentioned problems, Lishui City has adopted a series of strategies such as strengthening the construction of regional public brands, promoting the integrated and coordinated development of industries, building a multi-channel marketing system, and improving quality and ensuring quantity. Remarkable achievements have been made in enhancing brand influence, adding value to agricultural industries, increasing farmers' income, and converting ecological benefits. Overall, the improvement paths for the brand of Lishui's characteristic agricultural products mainly include expanding the marketing system, driving industrial upgrading through the market, creating characteristic leading products, integrating multiple industries, and building a cluster industrial development model, etc. The success of brand promotion has driven the development of the agricultural industry in Lishui area, increased farmers' income, and provided a successful model for rural revitalization in mountainous areas of China.

Key words: agricultural products, rural revitalization, brand enhancement, regional brand building, Lishuishangeng