Study On The Brand Building For Agricultural Product Enterprises Based On The Industrial Cluster

With the development of market economy and progress of modern enterprisemanagement thoughts，managers have gradually realized that the brand constructionis important for enterprise’s development．Academics on the brand constructionresearch have been abundant， but the study about brand construction ofagricultural products processing enterprise combining of industry cluster was lesspeople involved．Although China appeared a lot of famous agricultural productsprocessing enterprise，and single enterprise’s brand construction well， but aroundon the industrial cluster enterprise brand construction status is not ideal．Theagricultural products processing enterprise has its own characteristic and the law ofthe industry．These problems caused scholars can’t use general theory when theymake the study of the brand construction about the agricultural products processingenterprise． They should combine characteristics and problems of agriculturalproduct processing industry．Therefore，brand construction of agricultural productprocessing enterprise which based on the industrial clusters is a realistic andworth-studying problem．This topic is derived from the humanities and social science research project《Study on empirical and mechanism of industry-university collaboration inagro-industry》（2011yjte117）， which is supported by Hubei Department ofEducation．In this paper， we make use of document analysis，comparative studies，case studies，mathematical statistics and other methods to carry out research work，and quantitative analysis，as well as the combination of industry cluster theory andbrand management theory．In the first part，we give a targeted review and commenton the research of industrial clusters brand and regional brand construction theory，and then，present situation about the brand construction of agricultural productsprocessing enterprise，and the characteristics and problems of agricultural products processing enterprises’ brand construction under the environment of industrialcluster were analyzed，it is pointed out that the number of famous agriculturalproducts processing enterprise in China is less than any other industry， andinternational influence is weak．One of the important reasons causing the situationin China is locking of theoretical guidance for brand construction in accordancewith the characteristics about agricultural products processing enterprise．Based onthe situations of development about industrial cluster of agricultural productsindustry in our country，we used theory of brand creation in agricultural productsprocessing industry，in order to reanalyzing the relationship between industrycluster and enterprise brand．Then through the general enterprise brand constructionsteps，the paper expound the agricultural products processing enterprise brandconstruction steps on the environment of industry cluster in which is combined withthe processing industry of agricultural products industry characteristics and theparticularity of industry cluster．Combined with the situation of our country，also inHubei province as an example， this paper divided the industry cluster intoResources Driven Model，Trade Driven Model and Corporate champion Model．Andin the light of the characteristics of each type of industry cluster，the case analysisis discussed in the form of the agricultural products processing and the strategy ofthe construction of the enterprise brand．Finally the article put forward how tostrengthen the brand construction of agricultural products processing enterprise inthe cluster environment， and provided the reference for enterprise brandconstruction．...