Fujian Agricultural Product Competitiveness

Since 1990s, China has entered the era of name-brand economy. Named-brand products with higher added value have more competitive advantage in the market competition. Meanwhile, the problems of contradiction between supply and demand of domestic agricultural products and tough sale issues are becoming increasingly prominent, which provides a broad platform for the introduction of the brand-building of agricultural products. In the 21st century, agriculture asking for industrialized operation is becoming the trend, and the role and value of brand of agricultural products are becoming increasingly prominent. However, China's awareness of brand value of agricultural products is not strong enough, and the development of agricultural products' brand market is relatively unmatured. Theory of brand equity on agricultural products and brand competitiveness evaluation index system for participation in the study of practice still lags behind. Under the background of industrial management in agriculture, it should be noted that, scientific research, based on brand equity to build an indexing evaluation system of agricultural products' brand competitiveness, will have a significant effect on measuring and improving the value and brand value of agricultural products.Fujian witha wide variety of agricultural products and large output but is a major agricultural province in China. However, due to long-term lackness of brand management's awareness, Fujian catches in an embarrassing situation, which agricultural products stress on quantity and names but neglect quality and brand. Since the implementation of the brand driven strategy in agricultural products in 2007, Fujian has made some achievements in agricultural products branding. However, compared with the excellent agricultural products outside the province and abroad, Fujian are still significant gap. In order to stand out Fujian's agricultural products in market, the problems existing in Fujian Agricultural enterprise's brand competitiveness, such as, existing constraints, post-advantages and post-disadvantages and the way to improve it and other issues, should be discussed in depth. This will be a significant study in theory and practice.The technical route is used in this study according to the following research: Advance the research issues through the elaboration of background; Establish theoretical framework of research and evaluation methods on the basis of the literature review;Analyze the current situation of Fujian's brand of agricultural products by application of literature, interviews, departmental data analysis; Use literature, field surveys, questionnaires and typical surveys and interviews,the relevant department statistics, evaluation methods and models to empirically research the situation of Fujian agricultural enterprise's brand competitiveness; Study the United States, Japan, and Taiwan's experience in agricultural products brand building by application of literature summarized analysis; Advance some advices to enhance Fujian's brand competitiveness of agricultural products based on reviewing theory, drawing on the advanced experience of foreign countries and regions, evaluating current situation. The main purpose of the study is to improve the evaluation mechanism of brand competitiveness of agricultural products and put forward reference to enhance Fujian's as well as the whole country's brand competitiveness of agricultural products.This study was fallen into nine chapters. In Chapter 1, Preface section, the evaluation system of brand competitiveness of agricultural products and the purpose of selection Fujian 37 agricultural branded company as cases to empirical research and feasibility of technical routes and methods were discussed in the perspective of equity. In Chapter 2, the content of brands, brand competitiveness and brand equity progress in domestic and foreign country were summarized, the current situation of agricultural products' branding was focused. In Chapter 3, related theories of agricultural products' branding, brand competitiveness of agricultural products and its evaluation methods as well as its connotation were argued based on brand equity perspective. In Chapter 4,the comprehension of brand competitiveness, analysis of formation mechanism of brand competitiveness, proposition of some quantifiable indices to analyze the brand competitiveness of agricultural products were listed,combined with the perspective of brand equity and agricultural products'own characteristics. In Chapter 5,the development of Fujian's agricultural branding situation were demonstrated, the strengths, weaknesses, opportunities and challenges of Fujian agricultural products'branding were summarized by using SWOT Analysis, and then the ways to enhance its competitiveness were given. In Chapter 6, analysis of the United States, Japan, and Taiwan's agricultural products brand-building was given based on brand equity perspective, and comparative study with Fujian was offered for the reference. In Chapter 7, the evaluation index system and evaluation methods of brand competitiveness of Fujian Agricultural were built in the perspective of brand. In Chapter 8, Fujian 37 agricultural branded companies were empirically studied by using the established model, analysis was given according to the results. In Chapter 9, above the previous chapters' analysis, further ideas and political advice to enhance the brand competitiveness of agricultural products were given according to the perspective of agricultural products' brand equity.Studies have shown that:1,the results of analysis of formation mechanism of agricultural products'brand competitiveness based on brand equity perspective are:The brand competitiveness of agricultural products can be derived from intra-brand and extra-brand environment based on brand equity. Intra-brand environment includes enterprise and consumer level. At enterprise level, the factors, including total fixed assets, market share, asset-liability ratio, product sales profit rate, exchange appreciate rates, management demonstration effect and technological innovation, influence the brand competitiveness. At consumer level, the factors, including quality assurance level, application level of geographical indication of product certification marks and collective marks, brand power, customer satisfaction, influence the brand competitiveness. Extra-brand environment includes society and government level. At society level, the factors, including resource utilization and environmental protection, bank credit rating, popularity and reputation inside the province, influence the brand competitiveness. At government level, the factors, including taxes, the number of households and production base driven, the number of employed labor force arranged in rural areas and industrial optimization driven, influence the brand competitiveness.2,Use SWOT to analyze the development of agricultural branding based on perspective on brand equity, the results were:Fujian agricultural branding have advantages in unique natural resources, business ability, product quality and brand effectiveness and show disadvantages mainly in brand awareness, market share, intense of production and management, scientific and technological innovation in agricultural product brands. Agricultural branding in Fujian faces opportunities of Taiwan agricultural industry docking under the framework of Hercynian-building and new demand growth in international trade market, it also faces challenges of increasing community requirements of high resource utilization and environmental protection, the trends of city supermarket management and the problems of processing of agricultural products and marketing in domestic market and the existing problem of price fluctuations of agricultural products and green technical barriers in the international market. Fujian agricultural branding should play its own advantages to overcome deficiencies and seize opportunities to meet challenges.3,Depth analysis of brand construction experience of agricultural products in developed countries and regions has taken by using the United States, Japan and Taiwan as the research object based on brand equity. The main experiences were:First, the Government should adopt new ideas, support and protect agricultural brand construction. Second, promote agricultural science and technology as the basic dynamic brand. Third, strengthen farmer organizations and enhancing the agricultural sector to develop. Fourth, use brand to develop leading enterprises. Fifth, strengthen the standardization of production and improve the quality of agricultural products.4,Use AHP to establish gray-level model to take an empirical study of 37 Fujian brand agricultural enterprises selected as the main cases, the conclusions were:(1) It should pay attention, to the consumer, government and community level's impact on evaluation of brand competitiveness of agricultural companies, especially the impact by the latter two. (2) Fujian Agricultural brands have certain advantages in technological innovation, meeting customer satisfaction, popularity and reputation. However, They faces the problems of the lack of a strong brand presence, small-scale, low trade mark application, extensive production, poor resource utilization and environmental protection, and low brand effect etc.. And they also faces problems of poor profitability, low added value, limited tax capacity, driven number of households, driven production base, driven rural labor employment and promoting industrial optimization, their brand benefit is still low.According to theoretical and empirical research and perspective of brand equity, suggest the government should do the following work:Establish brand awareness of agricultural products. Strengthen brand construction of agricultural organization and leadership. Accelerate the promotion of agriculture and industrial clusters. Support agricultural products brands to grow bigger and stronger. Increase the intensity of agricultural services brands. Speed up agricultural technology innovation of brand enterprise and quality guarantee system. Establish and improve mechanisms for brand protection.