Agricultural Brand Construction Analysis And Strategy Countermeasures

China is a large agricultural country, from the central to local levels of government have attached great importance to agriculture. Strengthening of agricultural products to enhance our brand-building is an important means of competitiveness of agricultural products. Third Plenary Session of the CPC Central Committee decision 17 that "to cultivate well-known brand", "increase the registered trademarks and geographical indications of agricultural products protection efforts," and so on, also shows that brand-building of agricultural products has important practical significance. However, at present in China in various agricultural sectors, can people cry out that "brands" of a small number, which is China's 2,000 counties (cities), more than 40,000 rural background seriously disproportionate, agricultural brand construction is too weakIn the agricultural industrialization strategy, in the WTO framework and the market economy system, explores the special features of both Chinese and international standards of agricultural products and innovative ways to brand-building ideas. The relative lack of brand for China's agricultural problems, ranging from the status quo of China's brand construction of agricultural products are analyzed in the presence of the brand building and lead to major problems of inadequate agricultural reasons for brand building, combined with case analysis of the use of value chain theory, celery farm Majiagou Brand experience in building and put forward to strengthen our agricultural brand building solutions.The analysis of the current agricultural brand building there are problems:weak brand awareness, brand weak; products, comprehensive quality level is not high; product quality standard system imperfections; the construction of the industrialization of agriculture is not in-depth; agriculture, the shortage of talent and incentive mechanism is not sound; intellectual property protection system is not perfect; e-business infrastructure is weak; agricultural innovation and lack of brand awareness and other issues.Papers make use of agricultural value chain analysis of elements of Figure Majiagou celery brand creation process of this farm, indicating that the implementation of agricultural products brand strategy, innovation management, quality management, cultural promotion, exhibition to promote the implementation of green standards for the production, brand building for agricultural products have important role in promoting. In the end, paper leads to agricultural a brand-building counter measures and suggestions, in order to give agricultural enterprise or the government enlightenment that are doing the brand-building.In the agricultural industrialization strategy, in the WTO framework and the market economy system, explore the special features of both Chinese and international standards of agricultural products and innovative ways to brand-building ideas and brand building agricultural practice requires the support of theoretical research to guide the agricultural the practice of building the brand. Perspective based on the value chain of agricultural products brand building, to clear farm produce brand-building concepts and theories, the practice of building the brand of agricultural products to provide guidance.