The Research On The Brand Operation Of Characteristic Agricultural Products

The brand strategy of the agricultural product can make the agricultural products through the brand value, and it will be a popular luxury in the market competition, which will lead to the development of local economy. At present, China’s agricultural products,especially agricultural products sales price is underestimated, many of which are unique to the old name, due to the lack of brand awareness, facing the characteristics, no brand, no brand, no value dilemma, has been advocated and followed by the improved varieties,scale, standardization, regionalization, industrialization of Chinese agriculture, brand demand is growing strong."Laiyang pear" as the characteristics of agricultural products have long enjoyed a good reputation in the market did not identify the location. Emperor Kangxi "Laiyang county annals" records, Laiyang pears abound, at least more than 480 years of cultivation history, because of excellent quality, the Ming and Qing Dynasties is listed as a royal tribute, both at home and abroad enjoy a high visibility and reputation. In recent years,Laiyang pear access to national geographical indications product protection, registered national level, provincial certification mark, approved the Chinese cultural heritage logo,and by the Ministry of agriculture to develop a Laiyang pear production standards, marking the Laiyang pear quality and brand in the accumulation of continuous improvement.Laiyang pear fruit quality development has been greatly improved, but there are also a series of problems, specific performance: in the process of production, low average per unit area yield, commodity fruit rate is low in, kind of the value of the scale is limited; in the sales process, sales channels for a single, door to wait for buyers, quality, market, brand,marketing consciousness is weak, stereotypes, many regional market, especially high-end market and foreign market blank, to be developed; in excavate the product added value,there is a lack of deep processing of, the industry chain is not long, associative supporting industries achieve, industry intensive degree not higher status.From the perspective of brand strategy, this paper analyzes and studies the existing problems of Laiyang pear, and puts forward some pertinent and operable planning and suggestion to promote the construction and development of pear brand in Laiyang. It can also provide important references for the relevant government departments. It can also provide important references for the relevant government departments.