Regional Agricultural Brand Strategy Research

With the rural economic system reform of our country further, China’sagriculture gained the success that attract worldwide attention. However,unreasonable structure of agriculture, agricultural product quality problems havebecome increasingly prominent, the production of agricultural products fromshortage to supply change, produce sells difficult issue is very sharp, farmer incomedifficult. With the rapid development of China’s traditional agriculture to modernagriculture, brand of agricultural products is becoming more and more important,with the consumer brand awareness gradually increased, the agricultural productcompetition pressure is increasing, more and more difficult to enter the market tosome extent, the future market competition can be said is the brand and the brandcompetition, strengthen the agricultural product brand construction an importantmeans of promoting the competitiveness of agricultural products in china. Henan isan agricultural big province, is rich in agricultural resources, but most of thecurrent agricultural product in Henan province is still in the "famous product, nobrand" of the dilemma, the lack of brand awareness is the weakness of agricultureto participate in market competition, also the sales scale, market competitivenessand foreign similar products compared to the gap. So long, how to become biggerand stronger of agricultural products, enhance product added value, enhance thegrade of products, to break through the bottleneck of regional business, has longbeen a headache for the development of agricultural industrialization.This thesis makes a systematic research on regional agricultural productsbrand management problem in Henan Province in China, red dates industry the firstas the actual research object and the data source of agricultural branding hasbecome an outstanding problem； analysis of main problems existing in the brandconstruction and the causes of shortage of agricultural products brand building；brand of agricultural products as well as special brand, and general characteristics of the brand. Externality is agricultural regional brand image, brand has theparticularity of the subject and the brand effect, which is the basis of regional brandmanagement of agricultural products. It first discusses the connotation of the brand,regional brand, regional brand of agricultural products, this paper discusses thecharacteristics of function, the regional brand of regional brand of agriculturalproducts and agricultural regional brand competitive advantage； secondly,analyzed the current situation of our province of regional brand of agriculturalproducts and the existing problems； the later puts forward the strategy andCountermeasures of agricultural products in Henan area brand development.