Research On Brand Agriculture Construction

Agriculture provides the foundation of human's existence and development. While the improvement of agricultural labor productivity, i.e. the ability to provide more qualified products, is the key to industrialization, urbanization, and modernization of every country. Currently China's agricultural productivity is relatively low, and revenue from agriculture just a small portion of peasants' income. At present agricultural production is not only facing the competition from domestic market, but also from abroad market. So it is necessary to realize the modernization of agriculture in China as many developed countries. There are several typical models of development of modern agriculture. Which is the best choice? And how to realize it? Answers to those questions are the resource of theoretical value of the paper, meanwhile, an example of Huai′an makes the paper more practical.The paper consists of five parts besides the introduction. The introduction including following parts: origination, background and theoretical and practical value of the question; and contents, main methods and innovation points of the paper.In the first part, based on the literature review, firstly, the author illustrates theories concerned the paper .Secondly,. the author discusses some modes of modern agriculture.In the second part, the status of agriculture in Huai'an is the key point. Firstly, the author introduces Huai'an' administrative divisions, geographical location, natural resources, and development of economic and agriculture situation. Secondly, conversion efficiency of agriculture production systems in Huai'an from biological and economic aspects is discussed by comparative analysis method, and the inevitability of brand agriculture's construction in Huai'an is pointed out. Thirdly, the direction of brand agriculture construction is discussed based on analysis of composition of agricultural production in Huai'an. Fourthly, factors affecting agricultural productivity and the status of agricultural production in Huai'an are discussed through panel data analysis method. Based on analyses, suggestions of increasing investment of capital, science and technology are given.In the third part, the paper discusses the role of brand agriculture in promoting economic development of Huai'an, such as expanding the market share by changing agricultural products operations from"self-sufficient manner"to"market-based approach", absorbing surplus rural labor force, promoting peasants income, narrowing the gap between urban and rural areas, achieving social harmony, promoting the county's economic development, and promoting agricultural organization innovation. Secondly, key factors affecting the construction of brand agriculture in Huai'an are discussed. Favorable factors including support from government, existence of many collaborative organizations, expanded market, improved industrial management level and some science and technology resources that facilitating innovation and promotion of agricultural scientific and technological. While adverse factors including inappropriate scale land management, low per human capital stock in rural areas, weak brand awareness, outdated marketing concepts and methods, lack of standardized management, lack of rational understanding of features during creating a brand, lack of in-depth development of traditional culture, outdated agricultural technology promotion organizations, unreasonable distribution, small scale and weakness for competence of leading enterprises'.In the fourth part, following suggestions are given according to the analyses of the paper: enhancing the necessary guidance and support from government, developing education and vocational training, promoting the role of intermediary organizations of agriculture, adjusting land-scale progressively, establishing awareness of brand, understanding the benefits of band to peasants, businesses, governments, developing and strengthening the agricultural leading enterprises, strengthening the construction of agricultural information systems, perfecting multimedia system for promoting agricultural technology, developing online marketing of agricultural products, improving product quality standards, and perfecting the system of promoting science and technology and intermediary service organizations.In the fifth part, the paper concludes that the effective way to develop modern agriculture is the development of brand agriculture. Meanwhile, the author points out the practical measures. Of course, there maybe many drawbacks in the paper such as lack of in-depth analysis of composition of agricultural revenues in Huai'an, and more practical of the measures. Those drawbacks due to many reasons, for example limited ability in research and the length of the paper.