Study On The Countermeasures Of Development Of Fujian Brand Agriculture

Brand strategy is one of the most remarkable strategies to study China's modern agriculture development and boost the agriculture industrialization. It is the certain option to make China's agriculture more competitive, expand the market of agricultural products home and aboard and drive the overall development of high-efficiency and good-quality agriculture. Since China became a member of WTO, more and more overseas brand has entered into Chinese agricultural products market, which leads to severe competition and makes the development of Chinese agriculture face a rigorous challenge. Therefore, to establish a strong agricultural brand with regional characteristics and develop it actively, to make the products more competitive and stimulate the rural economy is becoming a necessary task in Chinese agriculture and the process of new countryside construction.Although Fujian is a small agricultural province, it has been developing its agriculture and agricultural brand in recent years. Through branding, it enlarges the scale and extends the market. And now, it has already produced a lot of influential agricultural products with regional advantage. These products make up of the brand agriculture, mainly in livestock, bamboo shoot and bamboo, aquatic products, vegetable, fruit, mushroom, tea, flower and roasted tobacco. Comparing with the developed countries or the developed provinces in China, there is still a long distance between Fujian Province and them. Therefore, according to the Regional Development Theory, combining with present strategy in China, which is developing the modern agriculture and constructing the new socialist countryside, the thesis analyzes the current situation of Fujian brand agriculture and discusses the countermeasures to develop the brand agriculture.The paper shows us the general content of brand agriculture, roundly concludes the main achievements we reached in the new era on Fujian brand agriculture development and the major problems existed in it. With the help of SWOT Analysis, the thesis analyzes the general situation of the development of current Fujian brand agriculture. On the basis of analyzing overseas brand agriculture development and taking their experience for reference, the text not only describes the basic principle, general requirement, general target and the main countermeasures needed currently to develop Fujian brand agriculture rapidly, but also emphasizes that the development of Fujian brand agriculture should be harmonious, independent, large-scale, modern and diverse. What's more, this study on the promotion of the Fujian Provincial Agriculture and Rural rapid economic development and traditional agriculture to brand agricultural change, has important practical significance.