| Agricultural products competition has been stepped to the brand competitionfrom price and quality competition, and the brand management has already becomethe dominant way of management worldwide. To operate the agricultural brand is theefficient way to solve the Three Agricultural question and the continuous developingway to improve the regional economy.The production of Changyi ginger has a long history, Changyi ginger has goodquality, but the added value is low, competition ability is poor. The cultivation ofginger farmers have low income. Aiming at this problem, this paper firstly discussesthe connotation of a brand, agricultural product brand concept and function, theagricultural product brand construction concept, target and the step and other relevanttheory of the brand, and then elaborates its history and present brand construction. Atthe same time, the use of SWOT analysis, the paper analysis the advantages,disadvantages, opportunities and threats of Changyi ginger brand construction, to findthe question of the Changyi ginger brand construction, find out the factors restrictingits development, such as neglect of brand awareness, less the degree ofstandardization, lack of publicity, government support small, lack of the leadingenterprises effect and other factors. This paper also draws on the experience ofJiaozhou Chinese cabbage in the agricultural brand construction and development.Finally, the paper puts forward Changyi ginger strategy for brand building, brandconstruction mode and a positioning of the plan, and provides some suggestions foradvance Changyi ginger brand construction, such as improving brand awareness,carrying out the standardized cultivation, increasing brand publicity, increasing thegovernment support strength, expanding the leading business develop energetically,these research have realistic significance in order to improve Changyi ginger marketcompetitiveness, and create excellent brand of agricultural products. PromotesFarmers add changes in income. |
PDF Full Text Request