Research On Brand Strategy Of Agricultural Industrialization Management In China

Market competition has already undergone transition from the product competition to the brand competition. However, the agricultural brand management fell behind of other industry in our country because of the remaining of planned economy thought and the restriction of production level. The agricultural industrialization is an effective way that solves problems of agriculture in our country in the condition of realistic resources gift, economic structure and national ability.The development of agricultural industrialization, which brought the scale and the standardization of agricultural production, has laid the foundation for the brand strategy. At the same time, the development of agricultural industrialization management made agricultural product of our country to have been out of the shortage time. The difference of agricultural product was manifested. At the same time, the agricultural product market competition was more intense. The brand strategy of agricultural industrialization management was an inevitable choice which can promote the market competition force. Both the agricultural industrialization and the brand management are the product of market economy and industrialization, which is the foundation to linked them. The agricultural industrialization management and the brand strategy have the intrinsic relation: The later is an important method that impels the former; the former is the foundation to the later.Compared with the general commodity, the agricultural product brand displayed both the common characteristic and the particularity of the brand. The particularities of brand image and the brand that owned and the externality of brand effect are the foundation of agricultural industrialization management brand strategic research. As a result of the particularity of agricultural product brand and the characteristic of agricultural industrialization management, to formulate brand strategy of agriculture industry management not only follow the general rule but also has its own characteristic. The logical frame of brand strategy formulation is composed of the brand diagnosis, the brand strategy design and the brand strategy implementation, therein to the brand strategy design including the whole brand blueprint strategy, the brand inducts strategic and the brand management strategy.Through brand diagnosis link and the inspection carried on environment of the brand strategy of agricultural industrialization management, some questions of agricultural product are discovered in our country, such as the low brand quality, the low level of brand management and so on. The difficulties of agricultural industrialization brand management are the small production scale, the imperfect organization system and so on. The opportunity and challenge of external environment which agricultural industrialization implementation brand...