Research On The Creation Path Of Agricultural Products Brand In Wanzhou District

In recent years,Document No.1 of the Central Committee has repeatedly emphasized that agriculture and rural development should be given priority and Rural Revitalization should be realized in an all-round way.As the second largest city in Chongqing,Wanzhou District is an important producer of agricultural products.The establishment of local agricultural products brand has a positive role in promoting the development of modern agriculture.Beginning in 2016,Wanzhou District has vigorously promoted the creation of agricultural products brand.At present,it has also created a number of well-known agricultural products brand.In the process of establishing agricultural products brand,is there a path that can be directly chosen? This paper starts with the existing agricultural products brand in Wanzhou District,analyses the existing problems,and combines with the research and analysis of the agricultural products processing enterprise Lanxiluo,puts forward the path of Wanzhou agricultural products brand creation,and finally shares the path experience of domestic and foreign agricultural products brand creation.This paper mainly uses the methods of literature research,field investigation,case analysis and data statistics,as well as the theoretical basis of brand positioning theory,brand differentiation theory,brand equity theory and brand marketing communication theory products.Firstly,this paper explains the related concepts of agricultural product brand building from the theoretical point of view;secondly,through the field investigation and information consulting of the current situation of agricultural product brand building in Wanzhou District,summarizes the existing problems in the process of agricultural product brand building;and then through case analysis and experience sharing,in order to arouse attention and avoid problems in the process of brand building.This article is divided into seven parts,the first and second chapters mainly elaborate the background,research significance and related concepts and theories of agricultural product brand creation;the third part mainly analyses the development status and existing problems of Wanzhou agricultural product brand;the fourth part mainly carries out SWOT analysis of Lanxiluo agricultural product brand;the fifth part proposes the construction of Wanzhou agricultural product brand creation.The sixth part is mainly about the experience sharing of domestic and foreign agricultural product brand creation path.Finally,a summary is made.The innovative points of this paper are as follows: through consulting information,visiting and investigating peasant households and enterprises,we can deeply understand the situation of brand building of agricultural products in Wanzhou District.Combining with specific enterprise examples and the experience of brand building of agricultural products in developed countries and regions at home and abroad,we put forward ideas and Countermeasures to promote the path of brand building of agricultural products in Wanzhou District,and link theory with practice,so as to provide agricultural products in Wanzhou District.Enterprises to create a brand to provide the path and reference opinions.