The Research On Brand Of Agricultural Product In China

As China's market economic system improving, China's agricultural products market has become a buyer's market. The consumer's behavior is increasingly rational, competition in agricultural enterprises is becoming increasingly fierce, agricultural branding has become an effective way of optimizing the structure of agriculture, increasing the yield of agricultural production and income of farmers.At present, scholars in china have made many researches on the consumer brand loyalty, the importance of establishment of brand for agricultural enterprises in-depth studies. But starting with the study of individual consumers and agricultural enterprises, the views on macro role of national governments is relatively insufficient. The empirical study on specific industry and product is rare.Considering on these above aspects, Firstly, according to the research of other scholars, the paper has made qualitative and quantitative researches with ordered choice model on the influencing factors of consumer brand loyalty, taking the edible oil as an example. These are contents of the third, the fourth chapter. Secondly, the paper studied the way to build brand competitive advantages for COFCO Group. According to the perspective of consumers and companies, At last, with help of experiences and practices of foreign government, the paper put forward policy for our government.