Study On The Promoting Of Agricultural Products Quality And Brand Building

In recent years, with the continuous improvement of people’s living standards, foodsafety issues more and more widespread are concerned in the community. Agriculturalproducts are a major source of food for human survival and life. Food safety is largelyreflected in the quality and safety of agricultural products. However, In recent years,Agricultural product quality safety crisis has broken out, frequently. At present, consumersare caught in an insecurity after Sanlu Toxic Milk, Shuanghui Clenbuterol, and so on. Thecrisis is a potentially harmful process from quantitative to qualitative change. As we all know,as the crisis have such features---outburst, graveness, urgency, public awareness, it will causecatastrophic consequence once they happen. Problems of agricultural products quality,especially the crisis of agricultural products quality safety are very easy to happen as thefeatures of its products, processing and management---long chains, many links, mainproduction dispersal and weak supervision power. Almost each event gives enterprises adevastating blow. Also caused a shock to the relevant industry. All these prove theseriousness and urgency of the problem of agricultural products quality and safety.Agricultural products brand is arranged, as a market-based system to enhance agriculturalproducts quality, to improve the agricultural structure and the level of consumption, toincrease farmers’ income, to enhance the agricultural enterprise profits, to enhance thecompetitiveness of agricultural products in the world, plays an extremely important role. Thecurrent study tends to improve the security system of agricultural products quality fromproducers’ point of views, while the research which combines brand building and qualitypromotion is inadequate.Based on the background, the basis of a large number of domestic and foreign literature,the quality and brand of agricultural products based on their own related theories, making useof a questionnaire survey, comparative analysis, quantitative and qualitative analysis, so thatfinding the problem of agricultural products quality and its impact, to analysis their reasons,thus, make more in-depth discussions to solve the problem of agricultural products quality. To find the problem of agricultural products quality and its impact, the research ofconsumers is from Tai’an city of Shandong Province, and the consumers of evaluation arefrom Low-and middle-income level. This is the starting point for this study.In order to study the reasons on the problem of agricultural products quality further,makes the economic analysis specifically on agricultural products quality. Originally, theproblem is from the market. Therefore, proposed to solve the problem of market strategy.Because of the event, give a series of ways through brand building to promote the agriculturalproducts quality. Based on related theories on agricultural products quality and brand theorieson agricultural products, the thesis uses the three methods---questionnaires, comparativeanalysis, qualitative and quantitative to find the problems existed in agricultural products, theimpaction and the reason in order to make deeper research on agricultural products quality.Firstly, analysis Brand Building environment, the answer is where to build. Secondly, analysisthe owners of Brand Building, the answer is who to build. Thirdly, analysis the brand buildingessential factors, the answer is what to build. Finally, analysis brand building the process, theanswer is how to build. This is the core of this study.