Research On Brand-Building Of Agricultural Products Based On Culture

With the development of market economy of our country, market-oriented agricultural products increase furtherly, which have also become competitive apparently. It has been a big problem about how to get into the market for agricultural products well, so as to attain more profits to companies. It has been proved that branding is necessary means to realize the differentiated operation for agricultural products, branding products not only can effectively improve competitiveness, but also bring substaintial profits. More and more enterprises and agricultural economic cooperation organizations have begun to pay attention to brands. Meanwhile, the demand of consumer is diversified, who are pursuing for the demand of material as well as psychological. Brand can make consumers produce trust, and culture can enhance identity, brand value is implemented in a certain extent and gain more amplification effect through a combination with culture. By means of culture, it helps to get into the market for agriculture and creat greater successes.Currently some achievements of research on agricultural branding has been acquired, the proposals that culture in agricultural brand-building should be emphasized are not rare, but systematic research is poor, therefore this paper has certain theoretical and practical significance.This paper mainly discusses agricultural brand-building based on culture linking with management, psychology, marketing, brand management, agricultural economics, culture economics and consumer behavior science theory, and by use of qualitative analysis and quantitative analysis methods. The research aims to enhance brand connotation of agricultural products, establish good brand image, and to improve the product value and the market competitiveness of agricultural products.The basic thinking and logic of this research is to propose the value and role of culture in the course of agricultural brand-building through the related literature and analysis of the current development of agricultural brand, and following the influence factors on the formation of brand, then put forward the system and model of agricultural brand based on the culture through the discussion of the function mechanism to agricultural brand for culture, so as to help to improve the brand image and brand asset value. The development status and some existing problems of agricultural brand from two aspects of quantity and quality are summarized, and the influence factors of agricultural brand are mainly from the resource predominance, production technology, market environment, government behavior, and the product quality and marketing aspects, but all kinds of factors above mentioned may concentrate to culture. The cultural perspective of this paper means cultural ideas, cultural resources and cultural creation. Cultural influences, mechanism and coupling in agricultural brand-building are discussed from several aspects as a key problem, and agricultural brand-building system is also analyzed from brand elements, brand image and brand communication respectively, and finally the model of agricultural brand based on culture is put forward as collection and ascension of this paper.Through the theoretical research combining with practice, many significant conclusions have been made: agricultural branding with multiple significance and value, agricultural products into market need to combine with culture, and culture can improve agricultural brand value and market competitiveness, and brand-building needs to be systematic and regional brands is especially important. In order to improve agricultural brand-building, this paper puts forward relevant countermeasures and suggestions furtherly, that is, to establish continuous operation concept, enhance competition oriented and improve agricultural marketing ability, and strengthen the enterprise culture construction, at the same time the support and guidance coming from government is necessary.The innovation of this paper mainly lies in the following aspects: firstly, putting forward"duality"of agricultural products, namely physical and cultural property is contained within it, and the cultural property is strenthenning gradually. secondly, analyzing the mechanism to agricultural products for culture, from the carrier, object and operators of agricultural brand. moreover, building"golden triangle model"among agricultural products, brand and culture, which is a close contact, and brand exerts to agricultural product, culture exerts to brand and agricultural product, thus becoming a"golden triangle", and finally establishing"agricultural brand model based on culture"in conjunction with relevant research. The above ideas and models enrich the theory of agricultural brand and have some certain practical values.