Research On The Agricultural Products’ Brand Building Based On The Perspective Of Agricultural Industry Chain

Contemporary, economic strength is an important indicator of a country’s strength, and brand strength and its value is an important standard of economic strength. Our country is a big agricultural country which is rich in agricultural resources, coupled with the rapid economic and social development and the government’s focus on supporting the agricultural economy in recent years, agricultural products’ brand of our country also began to develop rapidly. However, the development of China’s agricultural products’brand still lags behind other country, especially developed country relatively. Nowadays the agricultural products are not in shortage. The Agricultural products must be more personalized, diversified and gentrification in the future. But the frequent appearance of food quality and safety issues such as "poison milk" and "poison chives" reflect that something is wrong with agricultural products’ brand building of our country. Meanwhile, they also damage the brand image of our country’s agricultural products. People gradually lose confidence in the domestic agricultural product brands. And in the meantime, foreign agricultural products are pouring into the domestic market. Only by strengthening the building of China’s agricultural products, improving the capability of independent innovation of China’s agricultural industry, enhancing the value of agricultural products’ brand and improving the international competitiveness of China’s agricultural products, can we handle these problems well. Of course, we would face greater pressure and challenges in the process.In this paper, the theories and methods of marketing, brand management and industrial economics and other related disciplines are used. We summarized the existing research at home and abroad. Based on the above, this paper analyses the main subjects’ problems during the agricultural products’ building and put forward relevant suggestions based on the perspective of agricultural industry chain.