Yanbian Cattle Regional Brand Construction

With the development of society and improvement of income, the upgrade of human consumption structure has become an inevitable trend. Meat consumption gradually shift to herbivorous animal food is the embodiment of the trend. As beef has advantages like low cholesterol, low fat, and high protein and so on, people are willing to buy it. Thus cattle have become an important member in Yanbian cattle industry. Since the implementation of Yanbian cattle industry strategy on2005, building bases and deep-processing plants to improve the quality, Yanbian cattle has initially formed a regional leading industry with certain competitive. The Yanbian government adopts some strategic adjustments to animal husbandry structure so as to create a regional brand of beef cattle.The implementation and development of the national development strategy of "Changchun-Jilin-Tumen",and the acceleration of Yanbian enter into domestic and international economic, Yanbian quality beef industry is facing the opportunity to go beyond Yanbian into a broader market both domestically and internationally. However, challenges come along with opportunities. According to a large amount of data based on field research, SWOT analyses are done in four aspects:the close relation of "production, learning and research", and the high quality of Yanbian beef; the backwardness of standardized production and leading enterprises’ lack of drive force; the opportunity that Yanbian’s development in line with local economic development and national development planning; the increasingly fierceness of competition both domestically and internationally. Besides above analyses, we also fully absorb successful beef brand building experience in Australia, Japan and other developed countries and in domestic Dalian Xuelong and Jinhua ham to put forward Yanbian’s own regional beef brand building development proposals, such as establish a brand concept, strengthen brand awareness, complete the breeding system, consolidate provenance production base, strengthen Yanbian cattle industry quality and safety system, condensed the cultural connotation of Yanbian cattle, cultivate leading enterprises, promote the industrialization process, and effectively strengthen the protection mechanisms of Yanbian cattle brand development.This study and related development proposals will promote the development of high quality beef, the building of regional beef brand, the economic development with Yanbian characteristics and the increase of overall economy competition in Yanbian.