Jilin Province Agricultural Products Brand Business Issues Research

Jinlin province is an important agriculture province which has rich agriculture resources, and it is the country's constructive province with proper ecological demonstration of priority. It can be said that the Jilin agriculture has the pivotal status in the nation. However, after the rural economic organizational reformation and joining in WTO, the construction of Jilin agricultural product's brand has actually relatively fall behind. In recent years, Jilin province's agricultural brand was facing the awkward situation which was in a dilemma: on one hand, it has the national richest and the best agricultural resources, on the other hand these resources cannot be transformed into superiority of brand, and the level of agricultural development is not high.To solve the existing problem which in the management of the brand of Jilin province agricultural product, the opportunity of promoting Jilin old industrial base should be caught closely, and brand's conformity to Jilin province's agricultural product should be carried on. More importantly, to strengthen the brand management, make Jilin province agricultural product become green brand, open both domestic and foreign markets, enhances the quality and the market competitive strength of agricultural product and increase income of agriculture producer should become issues.The article uses the theory of brand as the source material of the management of construction of rural agricultural product and carries on the corresponding elaboration to the brand management and the brand conformity theory. Through collecting and reorganizing second-hand materials, it has utilized the unification of real diagnosis analysis and standard analysis, the unification of quota and qualitative; analysis and so on, to analysis questions and suggestions. The research content includes the following several aspects.1. The article firstly carries on the elaboration to the brand theory, including brand concept, essence and significance. Next, it relates to brand management to analysis corresponding theory, including the brand localization theory, the brand extends the theory, and the brand property appraisal theory, which provide theory basis to the backward agricultural product brand management. Finally, it carries on the elaboration to the brand conformity.2. It discusses the connotation of the management of brand of agricultural product and the economic value of management of brand; it analyzes the economic value of management of brand of agricultural product with emphasis. It promulgates the relationship between the management of brand of agricultural product and the agricultural industrialization as well as the function of enhancing the agricultural product competitive ability and solving the difficulty of agricultural product selling.3. It analyzes the present situation of Jilin Province agricultural product development and apart from pointing out the achievement in its developing process; it discusses the existing questions with emphasis which in the management of brand of Jilin Province agricultural product. The questions are: unawareness of brand consciousness, the limitation in quantity of famous brand; the smallness of enterprises' productive scale, effects on brand competitive ability; and problems of having same product but in different brand, or low quality of brands, moreover, malignant competition between brands. Also, the development of brand of agricultural product lacks the macroscopic unified plan and instruction. The value of attachment is low, and the market competition ability is weak.4. It puts forward corresponding proposal to the existing problems: to conform partial brand of agricultural products, and carries analyzing the effect on brand after the conformity; Strengthen the management of brand of agricultural product, and put forward the development proposal with the brand management theory; finally make the Jilin province agricultural product become green brand, enhanced the competitive ability of agricultural product.5. The conclusion of problems and suggestions.