Research On Brand Building Of Domestic Organic Rice

"Book of Rites and Liyun" records: "Eat men and women,people's desires to save","Mencius on the confession" also said: "food,color also." From the historical books of the pre-Qin,China can be seen People respect and value the diet,and diet is a part of human nature.As the main body of the diet,the rice that became the Chinese staple can be traced back to the Hemudu culture about 7,000 years ago.Rice has become an indispensable part of Chinese food culture in the long history.The Chinese are still one of the three main staples of the Chinese.China has a vast territory and rice producing areas all over the country.One of the rice producing areas with strong regional and ethnic characteristics is Yuanyang Hani.Hani Terrace was recorded in the World Cultural Heritage List in 2013 and has a worldwide reputation.In the background of the magnificent terraced scenery,the red rice carried in the terraces has not been famous.People only know that Hani Terrace is well-known in China and abroad,and few people know about the terraced red rice.This paper attempts to use the relevant knowledge of branding in management as the theoretical basis,explore the causes of this situation,and propose targeted solutions and specific practical solutions.First,we will sort out the overall development of China's rice industry and grasp the information of China's rice industry in the Internet era.Secondly,it analyzes the cultivation culture of the Hani people's terraces in detail and investigates the advantages and disadvantages,threats and opportunities faced by the Hani terraced red rice.Finally,the brand construction is the most effective solution to the reason why the terraced red rice is not obvious.It proposes targeted suggestions and specific improvement methods for the brand building of Hani Terrace Red Rice.