Wuchang Rice Brand Construction Research

In today’s era of economic and social comprehensive strength competition has developed into brand competition, with set up the terminal brand products in the economic and social position, cast prison in the position in the market, which is a new era of economy competition and channel situation. "Brand war" under the new economic situation, especially the agricu ltural products brand war has become the inevitable competition in the market.Rice is one of the important elements in agricultural products, the market volume is big, wide variety, large market potential, but in the market, people rarely see the national famous brand of rice, domestic rice market homogeneity competition let consumers confused about what to do.As a regional brand rice brand should be how to comply with the demand of mouth evolution intense market, how to realize the basic brand upgrades carry and how to implement from Chen product with low-end market abuse to the excessive boutique high-end market is much regional rice inevitable question.This study the amount of rice from the development background and the significance of brand building, to rice brand construction related theory and research at home and abroad;On the basis of theoretical analysis to the amount of rice, introduces the basic situation of the construction of the brand and combining with the amount of actual, summarizes amount of rice brand construction process,Summed up the rice brand integration still needs to strengthen, rice brand focused differentiation, rice grain quality requirements gradually improve the situation.Using a large amount of statistical data to "Wu Chang Rice " brand construction development present situation has carried on the differentiation of SWOT analysis, from the perspective of medium enterprises analyze the amount of rice brand construction,Points out its existing advantages and disadvantages, and its threats and threats, and then to "Wu Chang Rice" brand strategy choice has carried on the comprehensive analysis and discussion,Finally from strengthen brand promotion, improve the product quality supervision system, maintaining the brand image, brand culture and brand construction to provide professional services support aspects of optimization.