The Strategic Research On Agricultural Product Region Brand Of Henan Province

Along with the deepening of rural economic system reform and the entering of WTO, our country has come into the new stage in the development of agriculture. Agricultural comprehensive production capacity is obviously enhanced. The production of agricultural products has realized the transformation from shortage to sufficiency in the market supply and demand, but the agriculture in our country is also facing severe challenges and new situation.As a big agricultural province, Henan is rich in famous and special agricultural product resources. However, compared with the same kind of products at home and abroad, these famous and special agricultural products in Henan province have a great disparity in their sales scale, the market competitiveness. Its primary cause lies in the inadaptable method in the operation of products, lower standardization and industrialization, insufficient brand administrative protection and market introduction, unscientific and unreasonable measures. Moreover, there are also famous and special region brand resources of agricultural products undeveloped.The systematic research to region brand management of agricultural products in Henan province is done in this article. The region brand of agricultural products displays both the common characteristics and particularities, namely the region brand of the agricultural products has its particularities in brand image and the particularity of brand's main body, and the exterior nature of brand effect, which are the foundation of the research to the region brand management of agricultural products. Firstly, the connotations of brand, region brand, region brand of agricultural products are discussed in the thesis, and the function of brand, the characteristics of region brand as well as the region brand competitivity of agricultural products are elaborated. Then, the present situation and the problem existing in the region brand management of agricultural products are analyzed. Finally, the strategic countermeasures to develop the region brand of agricultural products in Henan province are put forward.