The Brand Studies Of Construction And Marketing For Shouguang Vegetables

China is a large agricultural country but not a powerful one. China must construct theagricultural product brand, in order to improve the level of it’s agriculture., and this can makeChina become a powerful agricultural nation. To make Chinese traditional agriculture tomodern agriculture, realize agricultural products market value, of brand construction ofagricultural products is one of the key steps. From2004to2011,The Party Central Committeeissued eight NO1files for " three agricultural " last eight years, in order to solve "threeagricultural " problem. China must construct the agricultural product brand, in order toimprove the level of it’s agriculture.Under this background, the agricultural product brand hasgreat sense for promoting " three agricultural " of policy and solving it.China is the largest vegetable producer in the world, but not a powerful country. Thetotal output of vegetable is6.5tons,and it is above the60%of world total output in2010.Planting is next to the food; but compared with other agricultural products such as meat, eggs,milk,the vegetable brands are so sparse. The various vegetables on the market are producedby dispersive farmers, they have no their growing area, no date, no quality mark, no freshness,so they are unbelievable and unsafeful products. Planting is next to the food; butcompared with other agricultural products such as meat, eggs, milk,the vegetable brands areso sparse. The various vegetables on the market are produced by dispersive farmers, they haveno their growing area, no date, no quality mark, no freshness, s o they are unbelievableand unsafeful products.Shouguang City is the " vegetables town of China", and made great contribution topeople’s shopping basket. The vegetable industry process also goes in countrywide front row.This paper summarized the Shouguang vegetable brand construction and brandmarketing success experience.According to marketing theory, it uses the standard analysis and empirical analysismethods,and reviews the brand construction of agricultural products and vegetables ofrelevant theories of brand building and study of dynamic analysis, national policy guidanceand development environment, on this foundation, in combination with summary life light vegetable brand building and marketing the successful experience, find out its existingproblems, on the basis of analyzing the problems in combination with its successfulexperience to further put forward the corresponding development countermeasures.(1) Through the "company+base+farmer " mode, they make the production standard.let the production, transportation, sales all unified management. In order to ensure the qualityof vegetable production, the realization of large-scale production, standardized operation, andcreated conditions for making vegetable brands.(2) Develop green agriculture to get high quality brand.(3) Hold vegetable exposition, through the high-tech and promote the brand’sinternationalization level.(4) They have established the largest agricultural product logistics park of china anddiversified market system, much channel, much form to liven vegetable products marketing.Vegetables brand construction of Shouguang has made lots of gratifying achievements,and led the national vegetable industry development, but compared with the developedcountries in the quality and safety of vegetables, vegetable grading, packaging, storage anddeep processing,Shouguang also has many deficiencies. We should face up to thedeficiencies, and do our best to improve the construction of the country’s vegetable brands.