Study On Agricultural Products Brand Integration Of “Cold Zone Black Glebe”in Heilongjiang Province

In recent years,Agricultural brand boom become a highlight of the global modern agriculture development. Brand has played a good role to promote agricultural development mode change,promote agricultural income,improve the market competitiveness of agricultural products,Meanwhile,brand integration as a modern way of modern brand management in the market,at the increasing fierce competition,can cater to consumer preferences effectively,cut down the cost of brand construction,enhance the core competitiveness of the brand. Under the background of that,Heilongjiang province put forward to implement the brand strategy,create famous brand of agricultural products in Heilongjiang province, brand integration to stimulate resource integration become the trend of the times. “cold zone black glebe”brand as a representative of brand of agricultural development in Heilongjiang province,first puts forward the idea of brand integration to stimulate resources integration,in the yeast of integration,has obtain some achievements,but also produced some problems,such as low brand market awareness,imperfect marketing strategy,lack of quality controls and other issues,therefore,this article through to the qualitative analysis of the problems and quantitative analysis of the brand integration effect,explores the impact of brand integration to primary and secondary factors, and put forward ideas and suggestions from production processing, brand management, product sales, it has important significance to agricultural products brand better integration,promote the development of regional economy and farmers increase production,at the head of the high-end characteristic agricultural products in Heilongjiang province stronger the national and strength of the world.In this paper,with the brand integration of agricultural products of “cold zone black glebe” in Heilongjiang province as the research core. First of all,to the related concept of “cold zone black glebe” and “agricultural products brand integration” is given in this paper,we gives the specifications defined,and use the qualitative analysis,to summarized the status quo of the brand integration of the agricultural products from integration positioning,existing products,base construction,management project and the sales network construction,analysis the main problems about market awareness is relatively low,enterprises have difficulty in money supply,industry chain is weak,the imperfection of marketing strategy,quality supervision loophole;Secondly,using AHP to quantitative analysis of agricultural products brand integration comprehensively,determined the strength of the influence factors of brand awareness,consumer recognition,brand promotion and publicity,the integration of executive ability,etc. Again,combining the qualitative analysis results and the United States,Japan,French experience in construction of agricultural products brand,in such aspects as strengthen the quality standard system control,expand the media marketing channel,strong support from the government. Based on that,determined the brand integration ideas,objectives,principle,put forward the idea of agricultural products brand integration from the view of the production processing,brand management,product sales;Finally,through the above qualitative and quantitative analysis,put forward the countermeasures and suggestions that promote the competitiveness of the “cold zone black glebe”brand integration from Improve the brand market recognition,strengthening policy support,developing industrial cluster,establish efficient marking mechanism,strengthening the quality control standards and the promotion of brand culture fusion.