Study On Brand Building Of Characteristics Agricultural Products In Ningxia

"To carry out the development of new ideas, speed up the agricultural modernization, realize the comprehensive well-off goal" was clearly put forward in the No.l Central Document of 2016. With the advancement of agricultural modernization awareness and brand competition, brand has become a core symbol of agricultural modernization, and is an important method of agricultural products to the international market and the inevitable trend-As the only Hui autonomous region in China, Ningxia cultivated the 13 kinds of advantageous agricultural products, including the Chinese wolf berry, halal beef and mutton, milk products, potato, melon seeds, grape, freshwater fish food, high quality, high quality forage grass, crop seed, red jujube, apple, as well as authentic Chinese herbal medicine. In order to realize the breakthrough development of characteristic agricultural products, Ningxia must walk the road of brand building.Based on the analysis of the characteristic agricultural products in Ningxia, adopting literature research, questionnaire investigation and expert interview methods, from the four stages of agricultural products brand construction, according to the agricultural product brand building main body (government, industry, enterprise) and construction environment, the paper combs out the influence factors of brand construction of the Ningxia characteristic agricultural product, and uses DEMATEL method to identify the key factors. The results found that government policy support and the leading enterprise promoting are needed in the Ningxia characteristic agricultural product brand. Based on industry, enterprise product quality, capital, technology and innovation ability as the foundation, operation management by industry group, jointly promote the Ningxia characteristic agricultural product brand construction. At the same time, the paper takes the Helan mountain foothill wine brands for example, cards the brand construction process and puts forward the Ningxia characteristic agricultural product brand construction countermeasure and the suggestion. It makes a certain significance for the brand construction of Ningxia characteristic agricultural products and the regional economic development.