| Along with our country ruraling the economy organizational reform and joining with WTO, the agricultural product buyer market is formated. The question of our country agricultural product sells difficultly is prominenting . The market competition already entered from the product competition to the brand competition stage, but because planned economy thought remaining, as well as the production level restriction, the Chinese agriculture brand management fell behind the other professions.Starts from 2005,our country agriculture enters the transition-period of WTO . This meant our country agriculture enters to the new stage of opening up to the foreign countries ,and advancements the process of melting into the economical globalization. Our country will become one of the most open countries of agricultural product market in the world. In the new stage of agricultural opening up to foreign countries, the international competition pressure which the agriculture will face comprehensively promotes,and the agricultural product market competition will be intense day by day. The agricultural product market competition is the quality competition of product at the end. The brand is the important symbol of agricultural product's quality and characteristic, relateing the commodity and consumer's medium.Because the similar agricultural product is difficult to differentiaty by seeming,the main basis of consumer's cognition and purchase is brand.This paper has done more systematic research to the topic of agricultural product's brand management. Compares with the general commodity, the agricultural product's brand displays both the common characteristic and particularity.The agricultural product's brand existences the particularity in brand image and the brand's main body, and the brand effect exterior nature.This is the foundation of agricultural product's brand management research.First,it has discussed the agricultural product brand connotation,and promulgated the agricultural product brand function and the particularity. Second,it has analyzed the present situation and the existence question of our agricultural product's brand management.Finally,it has discussed the strategic countermeasure to our agricultural product brand's management: Proposes through the formulation the brand long term planning to perfect brand management system.Constructs the brand culture to rich brand connotation.Strengthens the brand management plan to better the construction brand system.Localizes the brand scientificly to makes the brand image.Maintenances the brand carefully andguarantes the product quality to make the famousbrand goods. Expected to promote the Chinese agricultural product brand's management level. |
