A Study On The Regional Brand Development Of Agrarian Products Of Anhui Province

Since the reform and opening, especially after china’s entry into WTO in 2001, with the promotion of rural economic system reform, china comes to a totally new era for agricultural development. The boosting agrarian production capacity and abundant products result in the oversupply of agrarian products, as well as the harsh market competition. In a word, agrarian production and development is confronting with new situation and problems.Anhui, as a big agricultural province, has abundant and high-quality agricultural products, many of which, for example, fruits, tea, nuts, foodstuff, and livestock and aquatic products, have developed into famous brands agreeable to consumers. However, these brands is comparatively small in scale, weak in market competitiveness, little in brand influence and value, for the reason of the insufficient government support, shortage of executive staff, lack of brand operation consciousness, the low added value, and so on. Besides, many regional brands of high-quality products are waiting developed in Anhui province.With the development of global economic integration and the acceleration of agrarian product market, especially the influx of a large number of famous and special new products, the competition gradually focuses on the quality and the brand of agrarian products. Therefore, modern agriculture necessarily requires building agricultural bands and carrying out the brand strategy of agrarian products. The regional brands are developed over a long period of time, with its unique advantages. Every brand is distinguished for its specific geographical, soil and climatic condition, as well as historical and cultural background. Building regional brands can favor increasing the competitiveness and additional value of agrarian products, help to further develop markets, promote agricultural structure adjustment and rural construction.This article mainly illustrates the issues concerning regional brand operation in Anhui province. Besides the general characteristics of brand, the regional brand of agrarian products has its own unique characteristics, namely, the unique ownership, the specialty of brand image, and the externality of brand effect. This article firstly discusses the implications and features of brand, regional brand, and regional brand of agrarian products, explains the impacts and competitive edges of agrarian regional brands, and then analyses the current status and problems of agrarian regional brands in Anhui province, and put forward some strategies for the development of the regional brands of agrarian products in Anhui province.