Researches On Brand Value And Brand Strategic Management Of China's Agricultural Products

Brand establishment in agricultural products is the inevitable outcome of commercialization of agricultural products, specialization of agricultural products as well as socialization of agricultural products. Agricultural brand, which comes from the brand application in agricultural products, refers to the identity of farm product operator, place of origin and quality. It stands for the prestige of agricultural product operator and the promise to consumer. Agricultural brand built a bridge between the farm product operator and consumer and compose the intangible property to the operator. Comparing to brands in other industries, agricultural brand has the features as following: agricultural brand is built on farm products. Due to the unpredictable of working process, which is proceeding under vast natural environment, the industrialization and standardization production management of agricultural is required. Agricultural brand also represents the advantages in some natural resources. Most of the brand establishment is based on the special resources of origin. As the result, the original skill has a large effect on the agricultural brand value, which also determines the quality of product and the working efficiency, and became the leading factor to improve the agricultural brand value.Since 1980s, agricultural brand strategy and agricultural brand competitive ability have been catching a lot attention from agricultural enterprises and theorists. Deli Li(2006) forms a brand strategy logic from Agricultural Industrialization Management in China, which includes brand diagnosis, brand strategy design and brand strategy implement; Yuanzhen XU(2006) advocates building agricultural brand on the base of agricultural standardization ,thereby to improve the development of agricultural brand. Lingling Liu(2007) puts forward the brand development strategy through the study of origin marks. From the standpoint of agricultural products brand, this paper cards the interrelated literatures to put forward the fundamental frame of the theories and uses those theories to research the brand management of Chinese agricultural products. It will make it better to grasp the essence of the management. It also advances the core thought of improving the brand value which is different from the developed countries' strategic management models which are "a super economic power to support", " focusing on scaling, culture and high-quality"," the characteristics of differentiating, standardization and visualizing". This model doesn't only stand out the center status of agricultural products brand's value in the management, but also make the strategic management more diversified and flexible.Based on carding and abstracting the connotations of the brand and the brand value theory, this paper analyses the evaluation of domestic and international brand value methods, and puts forward the Agro-brand assessment method which is suitable for the characteristics of China's agricultural products' operation. Meanwhile, this paper also evaluates the "De YAN" brand. The structure of brand value system and judging methods reveal an imperative series of factors which have great effects on the growth and increment of brand value. Those factors are the cultivation of the brand, the dynamic track of the brand management and extension, the evidence of improvement, adjustment and judging. They will be useful to make the management more efficient.This paper refers to some indices from the index system of agricultural products brand evaluation, including the quality and security control index, the brand market power index, the brand innovation index and the brand life-force index etc., to evaluate the brand value of China's agricultural products and explore the sticking points of China's agricultural products' low value. In particular it analyses ideas and concepts, the market environment, marketing management and laws and regulations which restrict the promotion of brand value.According to the brand value, this paper compares with the agricultural strategies of the U.S, EU and Japanese. And it summarizes their own characteristics and commonness, in order to use the experience of them for reference.Based on the analysis of the above-mentioned problems, this paper reveals the connotations and regulations of the brand value, the brand competition and the brand strategic management. And it opens out the policy recommendations of China's agricultural products brand management strategy. These policy recommendations are: First, using the industrial thinking to develop material foundation of China's agricultural products brand strategic management; Second, using the brand marketing to construct the connotations and unitary feature of agricultural products; Third, cultivating the harmonious market environment; Fourth, giving full play to the government's macroeconomic functions to consummate a long-effect mechanism in the brand-building.