Rice Brand Value Enhancement Research Of Yanbian

Yanbian Korean autonomous prefecture is located in north latitude of 41° 59’～44° 30’, longitude 127° 27’～131° 18’, is located in the southeastern jilin province, located in the internationally recognized right of gold latitude line is suitable for producing high quality japonica rice. Yanbian was fertile land, river, water source is rich, the climate is suitable, is the ideal of high quality rice planting. Perfectly yanbian rice grain full, soft, but the quality of yanbian rice is not an absolute competitive advantage in the market. Nearly 30 states rice brand, but scattered distribution, yield is low, and the northeast of heilongjiang, jilin MeiHe rice than the lack of a certain competitiveness, enterprise’s ability to resist the market risk and rice also relatively weak, which makes the yanbian rice is hard to form in the process of domestic and foreign sales of high-end brand to produce a greater benefit. Because of this, yanbian rice brand core competitiveness is "much starker choices-and graver consequences-in" during agricultural development in yanbian’s top priority.Based on yanbian rice on the brand construction and promotion of urgent demands, SWOT analysis, the yanbian rice with MeiHe rice, rice in jiangsu comparative analysis, point out the advantage and disadvantage in yanbian rice brand value increase, accordingly the countermeasures to promote yanbian rice brand value. Provide reference for establishing yanbian rice brand, provide decision-making basis for yanbian rice enterprise brand management.