Research On Agricultural Product Branding In China

As a kind of intangible asset, brand is one of the important competition methods of modern enterprises. Under the condition of modern market economy, it is necessary for enterprise to set up its own brand image in the minds of consumers in order to acquire partial monopoly power and industry entry barrier. As for the lower differentiation of the quality, appearance and packing of agriculture product, it is specially necessary to make use of brand to strengthen the image feature so as to promote marketing. Especially in the market environment in which food safety problems occurs frequently, it is extremely significant to encourage enterprises to rebuilt security and reliable image via implementing branding strategy.This paper proceeds from the concept and functions of brand, presenting the basis of branding and importance of agricultural branding for enterprises. Agricultural branding refers to a series of activities made by agricultural enterprises, who design a personal brand for products according to market demand and local resource feature, and get trademark,, then establish the image of brand, occupy more market share, make the brand accepted by customers in the course of management and achieve the purpose of management. The features of agricultural branding lie in these aspects:agricultural branding is a market behavior which is efficient, accurate and intensive; it is on the basis of integration of various resources; it is the creation and integration of the new economic factors and super-economic factors; agricultural branding marketing is a comprehensive marketing while agricultural branding bears territoriality.Based on the analysis of agricultural branding, this paper explores the path of agricultural product branding from two points of view:enterprise and government. For the aspect of enterprise, taking branding path of Jiangsu Yurun Group as an example, the SWOT analysis method is applied to present five major characteristics of the strategy of Yurun product branding:to stable the advantages of pasteurized meat, to give full play of advantages of cost, to enable marketing strategy, to redefine roles in order to implement characterizing of product and expand industry chain and to totally occupy the market from four aspects that Yurun Group facing: external chance and challenges and internal advantages and disadvantages. For the other side, the government is also the important body to promote the branding strategy, and government shall clear position, adjust agricultural product structure, increasing capital input to the completive products and support advantageous agricultural products.The major conclusions of this paper lie in that:(1) agricultural product shall be judged by customers, and for agricultural branding, agriculture feature and consumer satisfaction shall firstly be focused on (2) the primary prerequisite for agricultural branding is to guarantee the stability of the quality of agricultural products, only on the basis of which, can the branding development be pushed.(3) Our agricultural enterprises usually manage on the part of agricultural products in branding business, which seldom has a complete industry chain, and seldom has a range of product branding. It shall implement the branding strategy of full industry chain based on the existing brand (4) Government should create excellent market environment to encourage good agriculture brand.