The Research On Regional Brand Integration Performance Of Agricultural Products In Jiangxi Province

During the process of agricultural modernization,a wave of agricultural branding has been triggered off.Agricultural branding helps promote domestic consumption,agricultural restructuring and enhance competitiveness of agricultural markets.At the same time,brand integration helps to reduce the costs of agricultural branding,adjust branding strategies of agricultural products and improve the competitiveness of core brands.Based on this,the tea producers of Jiangxi Province propose the idea of resource integration led by brand integration.And after years of continuous integration,good results have been obtained.But a series of problems still exist.For example,it's difficult to unify the ways of production and processing,or to unify the standards of restructuring enterprise assets.So this thesis discusses over related factors that influence brand integration and proposes ideas by carrying out a qualitative analysis on related problems and a quantitative analysis on the factors.To promote the integration of tea brands in Jiangxi Province and its economic development,the thesis puts forward ideas from various angles such as brand support,brand supervision,brand promotion,scale of enterprise,it's technology and consumers' assessment,etc.“Four Greens and a Red "(a series of tea brands in Jiangxi Province)as the core,the thesis first gives definition for related concepts like regional brands of agricultural products and tea brands building.And through a qualitative analysis,it conducts a comprehensive analysis on the current development of brand integration,its problems,and its targets as well as its principles,etc.Problems such as weak brand consciousness,small scale,messy brands,self-decrement of resources,improper management of regional brands,hard to restructure enterprise culture,management,personnel,brand name and brand positioning,etc.have been discovered.Second,by applying the ordered probability model,the thesis conducts a quantitative analysis over the factors that influence integration of the tea brand “Four Greens and a Red" and decides the strength of factors such as brand support,brand supervision,brand promotion and scale of enterprise,etc.Based on practical analysis on the targets and principles of brand integration,the thesis proposes to consolidate the standard system,expand network marketing and enforce government support so as to optimize brand integration.At the meantime,it gives settlements for it from the perspectives of promoting market consciousness,enforcing government support,developing industry clusters,establishing efficient marketing system,enhancing quality control and promoting integration of brand culture,etc.