The Research On Brand Construction Of Agricultural Products In Henan Province

Agriculture is the foundation of the national economy in our country, after joining the WTO, a large number of foreign famous brands have a strong impact on our agricultural products market. Faced with such fierce competition environment, in addition to agricultural structure adjustment, as a big agricultural province, Henan province only go the way of brand building to base on the world market of agricultural products.Based on the research of analysis of our country’s and abroad agricultural products brand construction.The brand of agricultural products management situation in Henan province as research areas, analyzes the brand development present situation and existing problems of agricultural products in Henan province, According to the specific situation of Henan province, Brand knowledge and marketing knowledge to agricultural products as the foundation of related theory, and drawing lessons from western developed countries successful experience of agricultural products brand management. Combining with the actual situation of markets of agricultural products in Henan province,There had found the Problem in Primary Products brand management, such as weak brand awareness, lack of systematic, in depth market research and inaccurate brand Positioning, lack of innovation Problems existing in most agricultural enterprises. In view of the problems, take a set of effective brand management strategy:From the aspects of the company:the correct brand positioning of agricultural products, Innovation of agricultural products brand, Attaches great importance to the brand marketing of agricultural products, Improve the value of the brand of agricultural products. From the aspects of the government:strengthen the technical promotion, improve the development environment, improve agricultural infrastructure conditions, increase support for leading enterprises, Optimize the agricultural industrial structure and policy support.Finally, the article combined with the actual, As an example of Henan HaoXiangNi company, In summarizes the successful experiences in its brand management, also find out the existing problems cannot be ignored, put forward improvement strategies...