Study on Brand Strategy of Li Shui’s Agricultural Products
|School||Huazhong Agricultural University|
|Course||Rural and Regional Development|
|Keywords||Lishui Produce Brand Strategy|
The development of modern agriculture is the primary task of the construction of a new socialist countryside in China . Face of serious challenges to international agricultural products , as some developed provinces due to the favorable conditions of the developed areas developed provinces more economic resources , taking the lead in development , integration of brand resources of agricultural products , promote brand strategy , improve market competitiveness , from the a role model, is imminent. The papers from this point of view expand more representative of Lishui City , Zhejiang Province , for example , agricultural products brand strategy problem . Through the system in depth investigation and analysis on the current situation of agricultural brand building in Lishui City based on comparative analysis method , discussed the main problems in the underdeveloped areas of agricultural products brand strategy planning and implementation , starting from the characteristics of the regional economy of the underdeveloped areas start from the four main body of the government, enterprises , farmers associations , a comprehensive analysis of the main causes of these problems . By analyzing the characteristics of underdeveloped areas and its agricultural production and management , in brand building and transformation process , it is necessary to give full play to the leading role of the government , through the joint efforts of the government , enterprises and farmers , the implementation of low-cost to create strategies to take advantage of existing a variety of resources , through the integration of existing brands , in order to achieve the best economic and social benefits . Agricultural products brand implementation and propose specific steps that the government should play advocates , planners , support , managers , service by five major role in agricultural brand integration . Success Stories created through the integration of Lishui City, Hui Ming Tea brand that owes brand of agricultural products in developed areas through the integration of the implementation of low-cost to create the effect , and thus stronger , bigger brands . And on the basis of the analysis on the causes of the brand strategy , proposed to establish the concept of the big brands , regional brands and corporate brands combined , agricultural production and standardization , joint operation of enterprises and farmers , corresponding countermeasures and suggestions to improve the brand management system .