Guizhou Agricultural Enterprise Brand Construction Research

As the advancement of agricultural industrialization in Guizhou province,wehave gradually gotten rid of the shortage of agricultural products.the agriculturalcommodities market has turned from seller’s market into buyer’s market,which isdirectly impelled by the accelerating promotion of agribusiness’ capacity.After theopenness of the market , a large amount of high quality products from the peripheralprovinces and foreign countries have flooded into our market .Because of the varietyof market circumstances,the production and operation of agribusiness in our provincehave confronted greater challenges as well as fierce competitions between eachother .It ’s very hard for unbranded agricultural products to take a market share andbrand building is nearly the only choice for agribusiness in Guizhou province in orderto seek for long-term development.In this paper,I firstly give a retrospection and analysis of related theories. On thefoundation of predecessors’ researches,I redefine the concept of agribusiness,concludeits characters and analyse its position and effect in the industrialization ofagriculture .Besides ,I put the existing brand building theories into system,expatiatethe connotation and character of brand and retrospect the development history ofbrand building ’s theories including its concrete steps , which all can help to lay thetheoretical foundation for further research. Finally,I analyse the necessity of brandbuilding for agribusiness and point out that promoting the brand building inagribusiness is an inevitable demand of the industrialization of agriculture.According to the actual survey from 37 agribusiness throughout the province,Ifind that the agribusiness in our provinces have versatile and flexible types oforganization.Some of them have begun to take shape and involved into extensivesectors.They also have flexible management patterns and play a noticeable drivingrole for farmers.But at the present stage,the main problems are that the overall size ofthe companies are too small and most of them are newly set up ,developingimmaturely .So it is common for them to face the difficulties of financing and theshortage of talents and building sites . Nowadays ,we have made some progress in thebrand building of the agribusiness, such as the awakening of brand awareness ,a largenumber of increase in the registration of trade mark,the appearance of geographicalindication trade mark and agribusiness’ advancement in standardizationconstruction.At the same time ,the deficiency also shouldn’t be neglected .The lack ofprogramming in brand building, the poor level of the construction in brand qualitative indication and the unreasonable setting of brand administrative organization are allnoticeable problems. Besides,the weakness of brand protection awareness,a lack ofprotective measures and the deficiency of upper-end agricultural products,especiallythe existing trite brands are main factors which retard the development of agribusinessin Guizhou province.In the end,I also make use of SWOT analysis and empiricalanalysis to construe the whole tendency of agribusiness’ brand building in Guizhouprovince.This paper is compiled on the foundation of agribusiness’ actual state in Guizhouprovince and combined with brand life cycle theory. I also divide the procedure ofagribusiness’ brand building into three stages,the initial period,the cultivated periodand managing period.According to different stages, I bring forward concretecountermeasures,hoping to offer some reference and help for the agribusiness’ brandbuilding in our province.