Research On Brand Building Of Green Grain Industry In Inner Mongolia MengQing Agricultural Company

As an important part of China’s industrial economy,agriculture has occupied a pivotal position since ancient times.In recent years,the party and the government have adopted a series of policies benefiting agriculture,rural areas and farmers to solve the problems of extensive agricultural production and operation and unreasonable operation of agricultural industrial structure.Since the reform and opening up,the 20th central document no.1 guiding the work on agriculture,rural areas and farmers has made comprehensive arrangements for the implementation of the rural rejuvenation strategy.Rural revitalization,industrial prosperity is the focus,must adhere to the quality of agriculture,green agriculture.At the same time,with the change of national diet structure,coarse grain has become a popular choice for people to pursue a healthy life.The development of green coarse grain industry has ushered in the spring breeze of The Times,and the high-quality branding is the key to industrial development.Based on the theory of 7 p marketing theory and brand equity in the Inner Mongolia autonomous region agriculture industrialization key leading enterprise of Inner Mongolia MengQing agricultural science and technology development co.,LTD as the research object,using literature research,field study method,questionnaire investigation and empirical analysis and normative analysis method,such as the combination of brand construction situation of MengQing company green grain industry in-depth study.First of all,through the literature research to read a lot about green agriculture,grain industry and the related literature of the green agricultural products brand construction,familiar with the current international and in the research of green agriculture in our country and the practical results,and also familiar with the current common problems in the construction of green agricultural products brand in China and the corresponding solutions,provides MengQing company green grain industry brand construction experience of ancient bronze mirror.Secondly,the author made a field investigation of MengQing company by using the field research method,and made contacts and investigations with front-line producers,agricultural technology directors and entrepreneurs,etc.,to analyze the achievements and problems in brand building of MengQing company.It is concluded that the main achievements of the brand construction are as follows:to form a complete whole grain industry chain and to enhance the corporate income;The new mode of modern agricultural production contributes to ecological development.Accurate brand positioning,forming a diversified publicity system;To realize independent product innovation;Establish a stable product sales system;Depending on the help from the government,it forms its own operation mode.A solid circle of strategic cooperation has been formed.Then through the questionnaire survey,the author further concluded that the main problems existing in the company’s brand construction are as follows:the brand personality is not distinct,and it does not have emotional resonance with consumers;Limited brand awareness,lack of forward-looking publicity planning;Brand professional talent shortage,talent training mode needs to be further improved;Enterprise management system is not sound,the ability to resist risk is low;Weak deep processing ability,fewer kinds of featured products;Product distribution channels are thin and brand promotion is limited;Few strategic partners,failed to expand a broader market space;The level of opening to the outside world is relatively low and we have failed to learn advanced construction experience.The analysis of these factors has laid a solid foundation for the following countermeasures and Suggestions on the brand building of MengQing green grain industry.Finally,through the combination of empirical analysis and normative analysis,this paper puts forward corresponding countermeasures and Suggestions for MengQing brand building of green grain industry.Second,optimize the brand promotion system,keep pace with the cultural integration;The third is to improve the professional personnel training mechanism to cultivate new farmers;Fourth,improve the enterprise management system,improve the ability to resist risks;Fifth,from the supply side to enhance brand value,quality products to build brand strength;Sixth,expand distribution channels and establish a diversified and integrated sales network;Seventh,actively reach strategic cooperation in various fields and deepen cooperation mechanisms.Eighth,we must integrate into the development of The Times and open wider to the outside world.The innovation of this paper lies in that:at present,there are more literature on the study of coarse grains in the whole region,but less on the individual studies of leading enterprises in poor areas.In this paper,MengQing company,a key leading enterprise of agriculture and animal husbandry industrialization in Inner Mongolia autonomous region,is taken as the research object,which has certain theoretical value and practical significance on how to build a benchmark of agricultural enterprises in backward regions,and fills the deficiency of few research objects of green grain brands in poor and backward regions.In addition,this paper combines marketing 7P theory with brand equity theory,conducts an in-depth analysis of the case from the external form and connotation cultivation of brand development,and achieves innovation in the combination of case and theory.