The Research On Xiangxi Cattle Regional Brand Construction

Along with the social development and people's income level unceasing enhancement, people's life the inevitable trend of consumption structure upgrade yourself into beef because of low cholesterol, low fat, high protein and other advantages, in line with the current level of consumption upgrade demand characteristic. Hunan province government is to promote the development of agricultural brand strategy, will strengthen local characteristic agricultural product brand construction, make leading advantage industry well-known agricultural brand as a strategy to speed up the development of modern agriculture.Xiangxi cattle is excellent national agriculture of hunan province well-known varieties, xiangxi cattle since 2006 by the national ministry of agriculture on the national list of resources protection, in 2011 into the national strategic emerging after the agricultural industry development directory, xiangxi autonomous prefecture state around the scalpers construction, vigorously develop large-scale breeding base and construction of deep processing factory to enhance the quality of products, xiangxi cattle has initially formed a certain competitiveness of regional leading industry. In wuling mountainous area under the background of the implementation of the national development strategy and to promote, as the xiangxi area at home and abroad to join the economic operation process is accelerated, xiangxi high-quality beef cattle into a broader market space, industry development is facing great opportunities and severe challenges. Based on the obtained through theoretical analysis and practical investigation, on the basis of a large number of data, using the analysis method and case analysis, combined with hunan DE farming and animal husbandry company of xiangxi cattle high-quality beef industry development faced by the regional variety, brand, feed resources, ecological environment and tourism resources advantages; Low degree of modern industrialization, industrialization development foundation is weak, lack of leading enterprises in motivating disadvantage; Beef cattle market development prospects are bright, conform to the local economic development and national development planning and other opportunities; Increasingly intense market competition at home and abroad, product quality is unsafe, slow industrialization etc. Carried on the thorough analysis, and on the basis of fully draw lessons from the developed countries such as Australia, Japan and domestic dalian snow beef brand building successful experience at home and abroad, puts forward the xiangxi cattle development Suggestions of the construction of the regional brand, such as all-round support xiangxi cattle industry continues to develop, establish the brand concept, strengthening brand awareness, multi-dimensional strengthening the building of regional brand, the promotion of the successful practice of main item enterprises, the market competitiveness and promote each link to realize the industrialization and the integration of management mechanism, etc. The relevant measures of regional brand construction.This paper discusses the current situation of the development of xiangxi cattle and restricting the brand construction and the factors affecting modern industrialization and so on, is put forward to promote xiangxi cattle area the countermeasures for the sustainable development road of brand building. Through the study, in order to enhance the level of industrialization of the modernization of xiangxi cattle and to the healthy development of xiangxi high-quality beef cattle industry, xiangxi cattle regional brand construction, the development of xiangxi area characteristic economy and regional economy as a whole competitiveness promotion play a positive role.