Study On Building Shandong Agriculture Product Brand

Shandong province is an important agriculture province which has rich agriculture resources,and it is the country's constructive province with proper ecological demonstration of priority. It can be said that Shandong agriculture has the pivotal status in the nation. However, after the rural economic organizational reformation and joining in WTO, The agricultural product buyers' market forms as well as the agricultural product circulation channel's profound transformation gradually, The agricultural product brand question arouses people's widespread interest more and more. Whether to make the safe reliable agricultural product brand fast, this has become enhances the Shandong Province agricultural product synthesis competitive power the key, also will certainly to become the agricultural product export expansion, the participation international competition important means.In recent years, Shandong province's agricultural brand was facing the awkward situation which~in a dilemma: on one hand, it has the national richest and the best agricultural resources, on the other hand these resources cannot be transformed into superiority of brand, the peasant household rich income ,and the high level of agricultural.In order to solve the problem which in the Shandong Province agricultural product brand construction exists, by analyzes the Shandong Province agricultural product brand the present situation, to constructs the brand strategy to carry on the inspection, may see our country agricultural product brand existence brand concept to be able to realize the position, the brand quality to be bad, brand agricultural product technique content low status question. The brand construction's difficulty lies in the scale of production to be small and organization system not perfect and so on aspects. The article takes the agricultural product brand construction by the brand theory the theory basis, and the sign construction theory has carried on the corresponding elaboration to the brand, through the second-hand material's collection and the reorganization analysis, has utilized the empirical analysis and the canonical parse unifies, the static state and the dynamic analysis unifies and so on analysis methods launches the analysis to the question and the suggestion, the research content has mainly included:1,The article first has carried on the elaboration to the brand theory, including brand concept, connotation as well as Italian righteousness; The next union brand construction's link has carried on the analysis to the corresponding theory, has provided the theory basis to the following agricultural product brand construction; Finally has carried on the elaboration to the brand construction.2,The article has discussed the agricultural product brand construction connotation and the brand construction economic value, the selective analysis agricultural product brand construction's economic value, has promulgated the agricultural product brand construction, in enhances the agricultural product competitive power, the solution agricultural product to sell in the difficult question the function.3,Carried on to the Shandong Province agricultural product brand's development present situation has analyzed systematically, in pointed out in its developing process obtained outside the achievement, discussed the issue which with emphasis in the Shandong Province agricultural product brand construction existed. And the question includes: Brand consciousness is light, the famous brand goods are few; The enterprise scale of production is small, affects the brand competitive power; The agricultural product brand propaganda does not arrive; The agricultural product brand development lacks the high-tech support, the agricultural product brand technique content is low, the product added value is low, the market competitiveness is weak.4,In view of the existence question, put forward the corresponding proposal. From enhancement agricultural product producer's brand construction consciousness, the guarantee agricultural product quality, the promotion agricultural product brand construction healthy development, enhances the agricultural product brand the technology content, to enhance the agricultural product brand separately the popularity, the government to enlarge to aspects and so on agricultural product construction support dynamics elaborates in detail.