Research On Brand Management Strategy Of Primary Products In Heilongjiang

Heilongjiang is the most important commodity grain base in China, and is China's largest producer of green food. The high-quality dairy products, soy products, potato products, etc. in the country and the world has a well-known reputation. With the economic development, the demand for agricultural products have shown individualized and diversified, China has accessed to WTO, while the high-quality agricultural products has also came into China from overseas, which are a result of increasingly competitive in Heilongjiang Agricultural market. Therefore, only taking the road of brand management can take a place in the whole country and the world markets for agricultural products.The brand management situation of primary products in Heilongjiang Province, which is the main areas of this paper. The knowledge-based theories are Agriculture business management, branding and marketing. With use of SWOT analysis, USP brand positioning analysis, static analysis and dynamic analysis. Agricultural products from Western developed countries, which is the success of brand management experience. Combine with the actual situation of agricultural markets in Heilongjiang province. There had found the problem in primary Products brand management, such as weak brand awareness; lack of a systematic, in-depth market research and inaccurate brand positioning;, lack of innovation problems existing in most agricultural enterprises. Take the existing problems. And take a set of certain practical significance of effective brand management strategy, which mainly about culture the strong agricultural production and marketing managers and brand concept with Producers and operators. Taking the primary products brand position correctly. Agriculture Brand should been innovated. Emphasis on the brand marketing and enhance the brand value of agricultural products.Finally, this paper combines with actuality. Take the BeiDaHuang Company of Heilongjiang Province as example. In concluding its successful experience in brand management, while identify the existence of the problem can not be ignored. Using the method of brand management strategy Analysis. And then made some relative improvement strategies.