Regional Brand Development Of Agricultural Products

With the rise of market opening degree of China's agricultural products, a great quantity agricultural product of foreign brand enter our domestic market. Ever depend on low price strategy, not in the product quality, brand fluctuation; our agricultural product might not be able to exist on the market. However, different area conditions of the nature create different production quality. With the same area advantages of agricultural products is the formation of industry cluster, in the cluster region forms the bulk of regional brand. With the change of market competition ways and the main body of the participating in the competition, Implement the strategy of famous brand and cultivating regional brand has become a new way of thinking to develop regional economic. In the trend of global economic integration, Brand economy has gradually become the main mode of market competition, Development of regional brand has become a way to improve local government visibility, improve market competitiveness of agricultural enterprises. Promote the region's core competitiveness, accelerating regional economic development has become the government actively choose parties, and create the train of thought of regional brand has become an effective way to realize this goal and form consensus, regional brand as a regional economy development important strategic weapons. They have the monomer brand could comprehend great brand effect and difficult to imitate competitive advantage, is causing more and more scholars'attention.This paper adopts literature research and case analysis methods, based on the research and summarizes of agricultural industrial cluster, regional brand, and agricultural regional brand theory, analyzes the necessity of the development of agricultural products of regional brand. Expounds the regional brand development of agricultural products is the needs of the development of the agricultural industrial cluster, is able to more fully embody the characteristics of regional resources advantage, is to promote the market competition ability of the agricultural products, is to meet the needs of the rising consumer brand needs.Through the study, we can found, under the background of industry cluster, The current development of agricultural regional brand still exist the following problems: the loss of the main body regional brand management, the consciousness of regional brand management subject, the overall low value of regional brand, and the slack of industrial association and the government's regulation etc. At the same time, the author deem that under the background of industry cluster, develop agricultural regional brand should start with the following aspects:strengthening the management of the enterprise subject status, enhance enterprise's development of regional brand awareness, align the positioning of regional brand to promote the brand value, and exert the supervisory role of the agricultural development of regional brand etc. Finally, the paper combined with the conclusions of the research, using the method of case study, offered some suggestions on the development of Xing yang maojian regional brand.