Research On Shulan Rice Brand Construction

With the rapid development of economy in society nowadays,the economic effects brought by the branding of commodities are obvious to all.If we want to break the difficulties caused by the original sales methods of agricultural products,we must develop brand construction and enhance the value of agricultural products in different ways.As an important agricultural product in people's daily life,rice has a large market transaction volume,many varieties,and great market potential.However,in the current domestic market,there is serious competition for homogenization of rice products,and the development of the rice brand is full of challenges.Shulan City,Jilin Province,as a well-known rice production area in Northeast China,produces Shulan rice that is not inferior to other northeast rice in terms of quality and taste,but its popularity and reputation lag far behind "Wuchang rice","Panjin Rice" and other Northeast rice brands.The way of Shulan Rice to adapt to the increasingly fierce competition in the domestic rice market in the future,and how to occupy a place in the mid-to-high-end market are issues that the Shulan Rice brand cannot avoid in the future development process.The main research contents of this article included: analysis of the current situation of Shulan rice brand building and consumers' recognition of Shulan rice brand,and to find out the problems in the process of Shulan rice brand building;Put forward countermeasures and suggestions for the brand building of Shulan Rice which is based on the brand development experience of Japanese rice,Thai rice,Panjin Rice and Wuchang Rice.Based on the above research content,the research conclusions drawn in this article mainly included: Shulan City 's rice industry was developing,with the sales increasing and brand influence increasing year by year,and brand influence is increasing year by year;Shulan rice brand has ambiguous market positioning,insufficient marketing publicity,and brand Weak awareness,small number of leading companies,etc.;In order to achieve success in brand building,it is necessary to deepen the brand culture of Shulan Rice,strengthen the promotion of the Shulan Rice brand,establish a quality traceability system,and vigorously develop leading companies,etc.which can promote Shulan rice to the whole country and the world in the future.