Abstract:

Present development status of the agricultural festival exhibitions was analyzed through the qualitative research method on the basis of deep investigation, and it was found that there was single mode of current agricultural festival exhibitions and little influence resulting in weak produce region public brand consciousness and low brand value. It was considered that transformation and upgrade of agricultural festival exhibitions should be reasonably guided and produce regional public brand was enhanced through such aspects as specialized operation methods and characteristic or original planning of agricultural festival exhibitions. It was concluded that agricultural festival exhibitions had a unique significance to build produce regional public brand and spread the image of the region and the interaction between them should be valued.