Study On Advancing Competitiveness Of Regional Brand Of Agricultural Products In Inner Mongolia

In China, a new era of agricultural development has been already open; the total demand for agricultural products has been rigidly growing; the rapid upgrade of the consumption structure has resulted in the white-hot trend of competition in the market of agricultural products; meanwhile regional brands of agricultural products develop rapidly. Now, the research on the regional brands of agricultural products in China just begins. The importance of this field has been gradually recognized by academia circle.Previous studies show that agricultural modernization, agricultural specialization, expanding the scale of agriculture, embodying with characteristics of agriculture, and agricultural regional development are the primary causes which switch on the formation and development of regional brands of agricultural products. The formation and development of regional brands of agricultural products reflects the level of the development of regional agricultural economy and agricultural industrialization. The capability of regional brands of agricultural products to participate in market competition and the competitiveness of regional brands of agricultural products which reflects the value of the capability become the key way to advance the development of agricultural regional economy, to enhance agricultural competitiveness and increase farmers’ income.The Inner Mongolia autonomous region with a vast territory and rich in agricultural resources and animal husbandry resources, and it is one of the main grain production bases and one of the important livestock production bases, too. In the "8337" development orientation which was put forward by the committee of the communist party of the Inner Mongolia autonomous region, the construction of regional brands of agricultural products were included. The construction of regional brands of agricultural products is an important link for building the autonomous region as "green" livestock products processing & export base and for giving full play to the advantages that the livestock products of this region are green and pollution-free. In recent years, the developing momentum of regional brands of agricultural products in Inner Mongolia is good. But Compared with other provinces, Especially with these developed regions, a lot of problems in the construction of regional brands of agricultural products in Inner Mongolia still exit. Also there is still larger rising space. So, the construction of regional brands of agricultural products and its competitiveness improvement also become the key issues to be studied in the procession of farming and animal husbandry economic development in Inner Mongolia.Based on the existing research results about regional brands of agricultural products at home and abroad, the article takes content about regional brands of agricultural products as principal line.and proceeds intensive and in detail research on how to enhance competitiveness of regional brands of existing agricultural products in Inner MongoliaFirstly, on the basis of research findings by predecessors,the article summarizes research results about regional brands of agricultural products at home and abroad, and reviews existing research status and future development tendency. Secondly, the article puts forward related concepts and elaborates theoretical basis. Then, the article selects from different levels regional brands of agricultural products with certain influence from different regions and takes them as focus content. This article summarizes some practices used for reference for construction of regional brands of agricultural products and its competitiveness improvement and takes it as practice foundation of future research.Based on the above analysis, it constructs an evaluating indicators system, which includes four primary indicators:region, brand, industry and supporting; and sixteen secondary indicators relevantly, to evaluate the competitiveness improvement of regional brands of agricultural products, and it constructs corresponding evaluating model for the competitiveness of regional brands of agricultural products; then,this article comprehensively evaluate the integral level of the competitiveness of regional brands of agricultural products in Inner Mongolia by using disposed relevant data about regional brands of agricultural products in Inner Mongolia obtained by questionnaire survey and interviewing method.The result shows that the score of the competitiveness of regional brands of agricultural products in Inner Mongolia is 76.05, competitiveness level is relatively low and remains average level. Also,the result shows that competitiveness improvement of regional brands of agricultural products in Inner Mongolia remains disadvantaged in both the industry and supporting element,which need to be reinforced. By analyzing in depth for evaluation results, this article reveals some relatively important influence factors for competitiveness enhancement of regional brands of agricultural products in Inner Mongolia, such as regional resource basis, quality and price of brands, agricultural industrialization level and quality safety guarantee system of agri-food.Lastly,based on above quantitative evaluation and analysis for status of competitiveness of regional brands of agricultural products in Inner Mongolia, obstacle of competitiveness enhancement of regional brands of agricultural products and formative factor, this article puts forward paths for competitiveness enhancement of regional brands of agricultural products in Inner Mongolia,such as agricultural clusters development, strategies of place brands umbrella, and construction of brand image with Mongolian ethnic characteristics, and discusses specific implement for each path relatively intensively. The practical significance of this article includes clearing weakness and further improvement, full and rational utilization for advantage and maintain and development.