Studies On Brand Integration Of Agricultural Products In Jilin Province

Jilin Province is rich in agricultural resources and high-quality fertilizer-free agricultural products. It is the ecological demonstration province that our country focuses on. So it is obvious that the agriculture of Jilin plays a very important role in the whole country. However, with the development of market economy, the brand construction of agricultural products in Jilin lags behind relatively. In recent years, the agricultural brand of Jilin Province suffer from marketization, facing the awkward situation on the national market at the same time: on one hand, there is the most abundant and best agricultural resources in the whole country;on the other hand, Jilin province can not turn these resource advantages into advantages of brands, even often fall into the siege of the non-local brands packaged with local resources inside.Hence, in order to solve the problems of the present agricultural brands of Jilin Province in time, the province should catch the opportunity of revitalizing the old industrial base of Jilin tightly, strive to develop ecological agriculture with high efficiency, good quality and high output, make the famous brand of agricultural product of Jilin, widen the domestic and international markets further, improve quality of agricultural products and market competitiveness, turn the agricultural industry of Jilin Province to intensive agriculture on a large scale. Hereby the dissertation proposes integrate the agricultural product brands of Jilin.Through brand integration, it can make development of agricultural products in Jilin become the pattern of brandization, groupization, industrialization, and become the flagship of agricultural structural adjustment, an important point of peasants' income increasing, the leading strength of foreign exchange earning of agricultural products, an important way of agricultural sustainable development, the leading brand products of the domestic and international markets. On such 3 kinds of competitive products as the rice, grape wine and ginseng in this first-selected agricultural product brands of Jilin Province, the dissertation has priority to integrate them, then advance the overall implementation of brand integration progressively.This dissertation is based on some theories, including Schultz's Integrated Marketing Theory of and Lauteborn's 4Cs Theory, and combine the theory of economy of scale and other theories of general economic in economics and so on, through the investigation of 7 rice processing enterprises and some ginseng processing enterprises, grape wine processing enterprises in Jilin Province, I receive the firsthand materials, and through such media as the books, periodical and network, etc. I obtain the secondary data. During the research, the dissertation combines positive research with normative analysis, and combine qualitative analysis with quantitative analysis etc. to launch to research the implement of Jilin Province agricultural brand integration, the research contents include the following several respects mainly.1. This dissertation has been analyzed systematically to the current situation of the development of agricultural products in Jilin Province at first. Besides the achievements in the course of its development, the dissertation has discussed the question existing in the brand development of agricultural products especially.2. On the basis of the analysis of the current situation of the development of agricultural products brand of Jilin Province, the dissertation researches the necessity of implementing brand integration of the agricultural products in Jilin Province emphatically. While proving the necessity, this dissertation exemplifies brand integration of Heilongjiang Province and Chizhou in Anhui, use the economics model to analyze, and has proved the necessity of implementing the brand integration of agricultural products brand in Jilin Province. Thus draw the following conclusion, in order to meet the need of economic development of domestic and international markets, Jilin Province only begin to integrate brands, it could advance the agricultural industrialization process, could be favorable to the development of enterprises of our province, could improve benefit of agricultural products, meet the desirability of prospering the rural economy, increasing peasant's income at the same time. Proposing the necessity of the agricultural products brand integration of Jilin Province, the dissertation has analyzed that there is feasibility to integrate.3. During the process of implementing brands integration in Jilin Province, there are factors that will inevitably be full of contradictions and not confirmed, so the dissertation has analyzed the contradiction factors that formed the obstacle for brand integration in an all-round way. The main respect is as follows: the contradiction factors of the government and market; contradiction factors between the regions; contradiction factors of rearrangement of enterprises assets; contradiction factors between the brands.4. According to the real state of agricultural products brand development of Jilin Province, the dissertation has put forward the overall goal of brand integration.Regarding spirit of 16th National Congress of Communist Party of China as the indicator, regarding superior products of leading enterprises of national-level and provincial agricultural industrialization as the core, regarding increasing peasant's income as the purpose, regarding marketization, groupization operation as the means, regarding scientific and technical innovation as motive force, and stress green and characteristic products advantage, it takes 5 to 7 years to strive to foster a batch of leading brand products of high popularity and stronger competitiveness on domestic and international markets, form a number of famous-brand enterprise's group of benefit of scale, make leading enterprises big and powerful, advance the industrialization of agricultural managing, accelerate agriculture and rural economy structure strategical ajustment, drive the rural economy of the whole province to develop in a healthy way continuously, fast.According to the overall goal and the principle, the dissertation, through setting up and analyzing the development model of brand integration, has put forward and implemented the tactics of the agricultural product brand integration step by step. Include mainly, (1) The initial period of brand integration, including setting up a flag of brand, making the quality level of agricultural products, the use of trademark, propagating powerfully. (2) The development period of brand integration, including confirmation of the relation between a flag of brands and sub brands, unified management of brands, setting up the industrial group etc. (3) The mature period of brand integration.5. For implementing brand integration of the agricultural products smoothly and steply, Jilin Province still needs certain guarantee measures.The main content includes, (1) Accelerate the rearrangement of assets, establish and cultivate the famous brands. (2) Exploit market in a more cost-effective manner, improve the market occupation rate of the products. (3) Build the production base, guarantee the raw material supply of leading brand products. (4) Advance scientific and technical innovation, accelerate standard formulation, improve products quality in an all-round way. (5) Strengthen the support dynamics of the fund, strengthen the policy guarantee. (6) Devote more efforts to propagating, build the atmosphere of the agricultural products brands in Jilin. (7) Strengthen leaders, guarantee the smooth implementation of brand integration.