Countermeasures Studies Of Brand Construction Of Agricultural Products In China

Brand had been a new competitiveness of agricultural products in 21 century. Brand construction helped to sell agricultural products in high price, which would improve the income status of farmers. Brand construction of agricultural products was also helpful to promote the new socialist countryside construction. As a symbol of high quality and high taste, agricultural brand was accepted by the whole society gradually. This paper mainly researched the brand construction of agricultural products in China.This paper, starting from the review of relevant theories of construction of agricultural products, analyzed construction of agricultural brand in theory. Agricultural brand had particularities such as regionalism, pluralism of creating subjects and externality.Secondly, this paper had a research on the status of brand construction of agricultural products and its problems. The trade deficit of agricultural products had been for several years continuously. The trade of agricultural products was lack of support of agricultural brand. However several agricultural industries had formed the pattern of brand competition. The system of products quality certification promoted the construction of brand, etc. However, the status of brand construction was not satisfying. There were several problems still.Thirdly, the causes of the problems were the particularities of agricultural brand, the low quality of agricultural products, the faultiness of product quality standards, etc. Through analyzing the success case of construction of agricultural products based on value chain theory, it could get apocalypse to construction of agricultural product.Lastly, the paper put forward several countermeasures to enhance the brand construction of agricultural products in China. We should enhance awareness of agricultural brand. We must improve the quality of products, which was the basis of brand construction. Besides, it was important to deepen industrialization of agriculture and enhance the capability of brand management. Government and guild of agriculture should assist in several aspects energetically.