The Strategy Research On Regional Brand Development Of Agricultural Products In Jilin Province

In the 1960 s and 1970 s,the supply of agricultural products in China was in short supply,and the problem was how to raise the total amount of agricultural products to meet the basic needs of the people.With the development of science and technology,the rural and agricultural economic system has been reformed for more than 30 years,the basic needs of people's life have been solved,and now we are faced with new development problems.Firstly,the supply of agricultural products in China is relatively surplus,and the competitive situation has shifted from the pure price competition to the competition between brands.Second,while agricultural output went up,but the quality is not high,mainly due to long-term extensive development of agriculture of the agricultural structure unreasonable,leading to the increase in the income of agriculture producers to increase production.Jilin province belongs to the agricultural big province,undergrowth is rich in natural resources,not only in Jilin province has rich medicinal materials,also has high-quality nutritious crops,nowhere else has the characteristics of high quality agricultural products.Jilin Changbai mountain region is one of natural medicine treasure in our country,also is the main production areas of wild ginseng,mink,deer antler,however in the solution of characteristic agricultural products brand in Jilin province still has many problems.Therefore,the development of Jilin province featured agricultural products brand is Jilin province to solve the problem of "three farmers" and increase the effective means of farmers' income.This article is divided into five parts,the first part introduces the background of the thesis,purpose,significance,and through the method of literature query,summarizes the characteristic of agricultural products brand development situation at home and abroad in recent years.The second part in detail characteristics of the core concepts of the agricultural products and related theory,this paper used for Jilin province characteristic agricultural products brand development strategy research to provide solid theoretical support.Jilin province in the third part expounds the characteristics of agricultural products brand development present situation and the advantages,summarizes the characteristics of development of Jilin province agricultural products brand need to regional advantages,combined with the features in the role of the interaction between marketing subjects.The fourth part in Jilin province current situation of the development of characteristic agricultural products brand for reference,through the questionnaire and using quantitative analysis method is put forward in Jilin province in thedevelopment of characteristic agricultural products brand the brand competitiveness of deficiencies,the government,enterprises and industry associations in the development of characteristic agricultural products brand problems.The fifth part using the marketing main body structure of evaluation,put forward the characteristic agricultural products brand development of Jilin province in the subject selection,market segmentation,emotional marketing and channel diversification strategy advice.