The Countermeasures Of Zhejian Agricultural Products Brand Construction

This thesis, which starts with the brand building of agricultural products in Zhejiang province, summarizes relevant documents at home and abroad about brand building theories of agricultural products, and conducts a deep study based on those relevant theories. In this way, it analyzes and summarizes the status quo and existing problems of the brand construction of agricultural products in Zhejiang province. Besides, this thesis combines the experience of brand building of agricultural products from Zhejiang’s neighboring provinces and other provinces, taking the status quo of Zhejiang’s agricultural development and the current situation of brand construction of agricultural products into account.It can be found that problems of brand meaning are as follows:the product’s recognition ability is poorer, the quality of brand agricultural products is not assured, the government have not established a perfect rights system, brand promotion strength is small, resulting in less product sales, the scale of agricultural enterprise is small, with less deep processing products, advanced agricultural technology is promoted slowly, affecting the competitiveness level of the brand in the market. On the other hand, the problems of brand protection issues are as follows:the product’s recognition ability is poorer, most of the products’ international market competitiveness is weak, enterprise’s awareness of independent research products is poor. At the same time, according to the main problems, some countermeasures have been put forward:at first, from the perspective of the positive publicity of the significance of brand construction and strengthening the construction of enterprise brand awareness, we need to strengthen the brand recognition and set up the correct brand concept, to guarantee the quality of agricultural products, in order to strengthen the management of brand image, to strengthen the protection of famous brand products, to expand the production scale and promote sales, the government releases preferential policies to increase the enterprise’s assets, increase the skills of agricultural production with the technology, in order to enhance the competitiveness of agricultural products in the market; on the other hand, from the perspective of encouraging enterprises to create famous brand products, and perfecting the protection for the famous brand product measures, we should actively promote brand construction to further strengthen the brand awareness, encourage famous enterprises to actively participate in international competition, strengthen famous enterprises’awareness of independent research and encourage them to develop its own brand, and perfect the rights protection system of the brand.