Research On The Brand Management Of GI Agricultural Products From The Enterprise Perspective

Today’s competition of product and service has been more and more centralizedon the competition of brand, the enterprise are all scrambling to make their ownbrands to be a domestic or even an international first-class brand, to enjoy the broadermarket and higher profit that the brands have brought. The agricultural products’market has been a field of brand battle as the agriculture products are more closedwith people’s daily life than others. But in China, on the one hand, it’s a great countryof agricultural, on the other hand, since2000---the year that China joined the WTO, ithas been facing the impact of agricultural products from international brands. GIagricultural products,as Chinese agricultural products to the open market of the world,their position is not satisfactory.In order to make Chinese GI agricultural products tobe a more famous brand with high quality and high yield, creating brands is the onlyway.When it comes to the management of brand, enterprise would be told as ofcertain experience. But facing of the GI agricultural products brand which is a publicbrand, more will be considered of the comprehensive influence. This article will studythe brand management of GI agricultural products from the point of the enterprise,and study how to maximize play the role of the enterprise.First of all, this article made a thorough study of the domestic and foreign brandmanagement and GI agricultural products’ brand management, this paper summarizesthe difference between general products and GI agricultural products. As the publicproduct, GI agricultural products have the general nature, so in their developmentprocess, there will be the tragedy of the Commons, hitchhiking behavior, and becauseof the information asymmetry, the lemon market would be happen. And the moreimportant thing in the management of brand is to shape a perfect brand image. Whenfacing this, GI agricultural products have their own advantages, and there are alsosome places that need special attention.And then, from the point of the enterprise, based on the game theory and thetheory of regression analysis, this paper analyzes whatdecision will the enterprisemake in the management of GI agricultural products’ brand and what factors willinfluence their decision. This paper think that the third party will be needed to make abalance between the enterprises. It has provided a powerful argument to theparticipation of the government and the industry associations in the brand management of GI agricultural products, at the same time, it has proposed reasonablerequirements for the development of the industry association.Finally, Through the theory discussion and case analysis, this paper gives someadvice and suggestions for the government and industry associations’ participation inthe brand management of GI agricultural products, and for the promotion of enterpriseparticipation.