Study On Rice Brand Competitiveness

With the acceleration of reform and opening-up and the liberalization of the China's grain market, rice has become the most commercialized grain product. After China's entry into WTO, the barriers of rice import and export has been reduced. Its import and export has been liberalized and the rice market is well connected with the international market. However, lacking of brand competitiveness china's rice export has been confronted with fierce competition from oversee rice. Moreover, rice brand competitiveness is the presupposition of domestic sale and international export. Without competitiveness, Market risk can't be resisted. Therefore, it is necessary to build rice brand competitiveness.The thesis analyzes the current situation of overseas and domestic rice brand competitiveness by case study and data analysis. On the basis of the construction and the integration of scientific and reasonable index system of rice brand competitiveness, the thesis reveals the strength and operation of rice brand competitiveness and provides reference for the management of rice brand competitiveness.The thesis makes positive analysis of China's rice brand competitiveness in overseas and domestic market. With reference to international and domestic successful practice, it puts forward countermeasures to improve China's rice brand competitiveness. The paper consists of five parts as follows:The 1^st part is the literature review of the current research tendency on brand competition and rice brand competition, give an evaluation thereby. The 2^nd part makes an analysis on the connotation and characteristics of brand competition, rice brand competition and the meaning for constructing rice brand competition. The 3^rd part is about the rice brand competitiveness construct system. First it constructs rice brand competitiveness index system, then form the framework of brand competitiveness on a global basis and constructs rice brand competition on a systematic theory. The 4 part makes an empirical analysis on the current situation of Chinese rice brand competitiveness and the problem existed. The 5^th part makes a suggestion on ways to promote rice brand competitiveness in our country based on the successful experience internationally.The innovation of the paper lies in making a scientific and reasonable use on rice brand competition index system and integrate them to indicate the current situation of rice brand competitiveness, which makes a policy-making implication on brand management for rice enterprises.