Construct the Regional Plateau Characteristics Branding by Ensuring Quality Safety of Agricultural Products: the Pu'er's Experiences and Enlightenment

With China's Stepping into the era of quality oriented consumption, the green, safe and high-quality agricultural products gradually become demanding, resulted from quality life.Only by taking the road of "brand" and "characteristic" can agricultural products get a wider development space. Pu'er City as the first national-level economic pilot demonstration zone, the government led the lead in the certification of several unique local agricultural products, using branding to enhance the added value. Based on the perspective of quality safety of agricultural products and the background of Yunnan Province focusing on the quality safety of agricultural products, this paper analyzes the practices of Pu'er City in controlling the quality and safety of agricultural products and the achievements of developing characteristic brand agricultural products, at last, summarizes Pu'er City Experience of other regions to build plateau brand inspiration.