Study On Agricultural Products Brand Construction Of Industrialization Leading Enterprises In Hunan

With the development of market economy and the advancement of industrialization, agricultural industrialization and agricultural product brand concept was born. At present, our country has gradually carry out agricultural industrialization, this is also our country's agricultural industry from traditional agriculture to modern agriculture industry towards the mark, this to promote the development of agricultural industry, the revitalization of China's first industry has very important significance. Early at the same time, our country's industry products and processed products of the brand management is backward, technical level is greatly limited the brand construction of agricultural products, agricultural brand construction lags far behind other industries, so the industrialization leading enterprises of agricultural products brand construction and management is very important.This article first to finishing the theory studies at home and abroad, puts forward the focus of the research; Expounds the connotation of agricultural industrialization and agricultural products brand management, and the agricultural industrialization leading enterprises of agricultural products brand construction characteristics and the importance and urgency of construction and so on are summarized. Second, by the Hunan industrialization leading enterprise brand construction present situation and the status quo of the enterprise development as the breakthrough point, points out that the brand construction of the leading enterprises in agricultural products in Hunan province and operation achievements, the present problems for the finishing at the same time, such as the main body consciousness, of brand positioning fuzzy, lack of propaganda, the lack of brand extension, as well as advanced management concept and marketing mode, etc.; Again, on the basis of the above theoretical analysis, select a series shun China as a case, combined with the questionnaire survey and analysis, summed up the development of the enterprise brand construction present situation and existing problems, and brand construction strategy are put forward based on these problems, in order to promote the brand construction of shun-hua series provides research support. Finally, the paper puts forward comprehensive promote the industrialization of leading enterprises of Hunan province agricultural products brand construction measures and Suggestions, mainly include to establish brand awareness, brand foundation; Clear brand management and brand positioning; Integration of enterprise marketing communication way, to build brand marketing network; Innovation enterprise distribution channels, and expand the brand space; Extension of the brand value, increase the competitiveness of agricultural products brand, etc., the move is to promote the industrialization of leading enterprises of Hunan province agricultural products brand construction has a positive role. In addition, in this paper, the research to our country industrialization leading enterprises in other parts of the agricultural products brand construction also has a strong reference value, to enhance our country agricultural product brand visibility and awareness has a positive effect, can promote the brand image promotion and social awareness and the international competitiveness of China's agricultural products brand.