Research On Brand-Building Of Regional Agricultural Products In Harbin

Regional agricultural brand is a public brand logo used by agricultural producers and operators in a region, is based on agricultural geographic concentration which have the superior natural resources, long history and rich culture and unique production process. Regional agricultural brand is the necessary result of modern agricultural regionalization, characteristic and scale, at the same time, building regional agricultural brand is the important means to achieve agricultural brand management, to improve the agricultural competitiveness, to increase income of farmers.As a big agricultural city, Harbin has a number of famous, special and good agricultural resources, has the excellent basic conditions of building regional agricultural brand. However, compared to domestic and foreign similar brands, sales volume and market competitiveness of regional agricultural brand which has been built in Harbin have a huge gap, many famous, special and good agricultural resources have been untapped.Based on it, this paper has a more systematic study about the issue of building regional agricultural brand in Harbin. Based on the domestic and foreign experience of building regional agricultural brand, this paper analyzes the current situation and existing problems of building regional agricultural brand in Harbin, considers that only clear the construction body, the regional agricultural brand will be built truly, systematically and effectively. This paper uses game model analysis to indicate that local governments should act as the construction body to promote the construction of regional agricultural brand, clears the ideas, principles and objectives of building regional agricultural brand, and proposes the twelve suggestions to promote the construction of regional agricultural brand in Harbin by combining the existing problems.This paper not only proposes constructive criticism for the construction of regional agricultural brand in Harbin, but also gives some reference values for the future development of regional agricultural brand in China.