Mechanism And Application Study Of Agricultural Products Brand In The Regional Brand Umbrella Strategy

With the development of economics and the acceleration of globalization, thecompetition is heating up in the market of agricultural products. The practices of brandstrategy make multinational corporations gain the international competition withpredominance and global view between lots of market competition strategy. The researchand application of agricultural products strategies starts later in China, and ouragricultural products are generally primary agricultural products with low product addedvalue and no perfect quality standard system, so it`s necessary to have an in-depth studyon the the agricultural products brand extension. We have an in-depth research on thetheoretical frame of agricultural products brand extension in this thesis under thebackground so as to outline the condition of our country and successful foreignexperience and offer suggestions for regional agricultural products brand extension in ourcountry.We solve some problems during the development of agriculture products by usingbasic theory of brand extension. This thesis belongs to a theoretical and practicalapplication of existing researches and has an in-depth research on relative questions fromthe angle of basic definition of brand extension by using management, psychology andeconomics. The long-term development of agricultural products is limited by resourcesand time because of its own characteristics, so the brand extension is an effective strategyto solve the problem that how to overcome these limits about the future development ofagricultural products. The thesis is divided into three parts:The first part: Definition of basic concepts. We elaborate on some relative conceptsabout regional brand umbrella and brand extension on the basis of domestic scholars, andcomment on the brand extension of agricultural products regional brand umbrella.The second part: Theories and empirical analysis. We analyze the existing problemsabout extension conditions and strategies of agricultural products from multipleperspectives, and do empirical analysis on brand extension strategy based on consumeremotional preferences. The last part: Policy suggestion about agricultural products brand extension. Wedissect the problems and risks during the process of agricultural products brand extensionin China, and put forward some corresponding suggestions and specific measures ofavoiding risks.