Brand Building Strategy Of Henan Agricultural Research

With the commencement of speeding up agricultural modernization and urbanization process, as a traditional agricultural province, Henan Province, in relying on the rich resources of agricultural development on the basis of strengthening the agricultural brand building is very urgent. Brand creation and development of agricultural products different from secondary and tertiary industries, due to the agricultural produce of their own inferiority and brand building and maintenance of the complexity of brand building of agricultural products has put forward higher requirements. Brand building is not difficult, but the key to how to run the brand is the brand of sustainable development. Throughout the development of the brand in Henan Province, with the industrialization of agriculture expanded, butt making agricultural produce and market more deeply involved in the market competition, but the number of brand names and the relative lack of a strong brand is the reality of many agricultural products toward short board deeper chain development. Henan Province has a traditional advantage in agricultural production, and therefore also produce brand-building needs to play an exemplary role. Tilt and development of local infrastructure in government policy are creating favorable conditions for agricultural products in Henan brand building. Agricultural products brand building, not only because of the dominance of agricultural products in Henan Province in the fierce market competition, enterprises can produce, the majority of farmers and government agencies for agricultural opportunities.Xinxiang, as a representative brand of agricultural development of Henan Province, have grown up a number of brands of agricultural products, such as: Yuanyang rice, wheat Yanjin, the brand has the local geographical indication brand, and their influence are expanding.However, the current status of view, But the present situation, the two representative of the brand gradually develop to two directions: Yanjin wheat continuously toward modernization and agricultural brand influence and improve the stage, while the Yuanyang rice but because the product image and brand influence, and the urgent need for systematic, brand building.This paper combines the current situation of the development of agricultural products in Henan Province, Xinxiang, combining the analysis of Yanjin wheat and Yuanyang rice in the case,according to the analysis of the present agricultural products brand building, explaining the necessity of system construction of agricultural products brand, and then put forward some constructive suggestions on the existing problems.This paper combines the current situation of the development of Henan Province agricultural products brand, combining the analysis of Xinxiang city Yanjin Yuanyang rice and wheat in the case, according to the analysis of the present agricultural products brand building, explaining the necessity of system construction of agricultural products brand, and then put forward some constructive suggestions on the existing problems.