Study On The Development Of Agricultural Products Brand In Reclamation Area Of Heilongjiang Province

Nowadays,during the transformation from traditional agriculture to modern agriculture,developing branded agriculture is one of the important means to promote agricultural large-scale,standardization,industrialization and marketing.In 2016,the general office of the State Council "on issuing the Plan of Action for the implementation of quality Development Program 2016" specifically mentioned,"vigorously promote brand building,support the development of pollution-free agricultural products,green food,organic agricultural products and build a batch of safe and high quality agricultural products brand and food brand.This year's government work report and No.1central document will emphasize the importance of creating brands,introducing modern elements and upgrading traditional famous products and so on as an important aspect of promoting structural reform of the side supply,and better meeting consume upgrading.And 2017 will be determined as the year of agricultural brand promotion,has begun to develop the direction to accelerate the development of agricultural brands,and comprehensively promote the creation of agricultural brands.The paper puts forward to strengthen the top level design of agricultural brand,constantly enrich the innovative work system and realization form,and construct the new pattern of agricultural brand construction.The Ministry of agriculture jointly with the relevant departments to seriously implement the spirit of the Party Central Committee and the State Council on agriculture brand development,in accordance with the large-scale development of the concept of operating,standardized production,brand marketing,mining depth of agricultural brand culture value,accelerate the development of prominent features,type,strong core competitiveness of agricultural brand.It can be said that developing the brand agriculture and building the brand of agricultural products has become a long-term strategy of the state.Heilongjiang reclamation areas as the large agricultural production unit,it has superior natural resources in the development of various types of agricultural products,however it is very difficult to make proper use of these resources from comparative advantage into competitive advantage andcreates more economic benefits.The purpose of this study is that as Heilongjiang reclamation areas to be the research object in discussing how to build its own agricultural products brand through policy interpretation,analysis of research status at home and abroad and provide feasible suggestions and methods in how to participate brand construction.The research of this paper is to analyze the brand building of agricultural products in the reclamation area,and summarize the current situation and related data of the brand effect of agricultural products both at home and abroad by means of inductive and comprehensive analysis,The first part introduces the related concepts and theories about the brand of agricultural products;The second part studies the development methods of agricultural products brand in developed countries and the advanced experience of excellent typical domestic agricultural products brand,and summarizes some enlightenment to the brand development of Heilongjiang reclamation area;The third part introduces the current status of the development of agricultural products brand in Heilongjiang reclamation area;The fourth part expounds some problems existing in the development of agricultural products brand in Heilongjiang reclamation area;At last,the author puts forward some countermeasures and suggestions for the present situation and problems of brand construction in reclamation areas,and provides some suggestions for the further development of agriculture in reclamation areas.