Study On The Brand Construction Of Agricultural Production In Yucheng County

After the holding of The 19 th National Congress of CPC,the Chinese central government has repeatedly stressed that China should give priority to development of agriculture and rural,struggling to realize the industrialization of agriculture and promote the construction of the new countryside.As an important agricultural production base of zhongyuan economic zone,yucheng county plays important roles in promoting the development of it's local agricultural industrialization.With large scale and specialized planting of the well-known agricultural products,yucheng county has made a great progress in promoting the transformation and upgrading of it's agricultural industry.In this paper we will take the construction of yucheng county's agricultural products brand as a main line,combinng it's situation,to deeply analyze the problems existing in this process.Through investigating present situation of the construction of agricultural products brand,analysising the constraint factors in this process,summarizing some valuable experiences and methods in this process,so that we can find some new ideas and breakthrough in construction of yucheng county's agricultural products brand.In this paper we will adopt some research methods as our main research methods,such as literature research,survey research,comp arative analysis and case studies.Also there will be some the theoretical basis of this article,such as product differentiation theory,information asymmetry theory,externality theory,and the theory of brand equity theory.Then,we will firstly explain some concepts about the construction of agricultural product brand construction.Next we will analyze the main form of yucheng agricultural products brand construction,and summarize the development process of highlight problems and causes.And all of these analysis will be based on the current construction situation of yucheng agricultural products brand.Finally,we will put forward some methods and Suggestions on the construction of agricultural products in yucheng county.This paper is divided into seven parts.The first and the second part will be mainly used to introduce the background,research significance of this paper and some relevant concepts and theories of agricultural product brand construction.In the third and fourth part,we will mainly explore the constraints and problems in the construction of yucheng county's agricultural products brand,and Summarize the causes of the problems;In the Fifth part,we will summarize some developed countries and regions' experiences on construction of agricultural products.Also through analysing Cody dairy case of yucheng county to find the key factors of the success in this process.The seventh part of this paper we propose Suggestions in constructing yucheng county's agricultural products brand,including setting up the correct agricultural product brand positioning,implementing agricultural standardization,attaching great importance to the brand marketing of agricultural products,improveing the quality and safety management,improving the development environment of agricultural products brand,broadening the financing of small and medium-sized enterprises,perfecting the government service function,etc.The innovation point of this paper: firstly,it makes up the deficiency of the research on the brand construction of agricultural products in county area by exploring the interactive development of agricultural products brand and county economy.secondly it is to put forward the idea of agricultural product brand building in combination with specific enterprise examples and the experience of developed countries and regions.