Research On Brand Marketing Of Characteristic Agricultural Products In Changzhi City

With the rapid development of market economy and economic globalization, our country agricultural development has entered a new stage. Overseas high-quality agricultural products gradually enter, growing domestic agricultural enterprises, agricultural market situation of buyer’s market, market competition of agricultural products. Under this background, the development of brand agriculture, to enhance the core competitiveness has become the inevitable choice of agricultural products. At present, the development of characteristic agricultural products brand marketing of Changzhi city, early results show, with little success. So to do some in-depth study of Changzhi city characteristic agricultural product brand marketing, not only can enrich the theory of marketing research, and the characteristics of the agricultural production operator has strong practical significance.Based on the reference literature, collect data on the basis of investigation and practice, based on relevant theories of brand and brand marketing, first analyzes the necessity of the implementation of brand marketing of agricultural products; Secondly, based on the SWOT analysis method to the present situation of Changzhi city characteristic agricultural product brand marketing are analyzed; Again, through to the Shanxi seeps the state yellow millet group practice investigation and analysis, put forward the reference in the characteristic agricultural product brand marketing development train of thought; At last, by combining SWOT analysis and practical investigation and analysis, integrated from multiple angles proposed countermeasures and Suggestions on the development of characteristic agricultural products brand marketing of Changzhi city.