A Research On Distinctive Agricultural Products’ Trademark Construction

Both the agricultural industrialization and the brand management are the prdocutof market economy and industrialization. Agricultural industrialization has beendeveloped aroud china, which is a very important tactic issue of changing fromtraditional agriculture to modern agriculture and reforming of rural economicssignificance to the development of agriculture. However, the agricultural brandmanagement fell far behind of other industry in our country because of the remainingof planned economy thought and the restriction of production level.Agriculture is a special and competitive industry in Gansu which is also in aperiod of fast development, but the scale and the standardization of it are both in lowlevel. To advance the competitiveness of the special agricultural products in Gansu, itneed to modernize the agricultural industrialization and requires the four stakeholdersincluding individual farmers, industry association, leading enterprises and thegovernment to cooperate with each other.In this paper, it firstly puts forward the keys on the basis of a summary on thedomestic and international achievement about the relevant theoretical research. Underthe guidance of theory and methodology of the brand management, it clarifies theconnotation, characteristics of the brand of agriculture products. Then it defines themain subjects in agricultural industrialization and illustrates the functions that themain subjects should fulfill in the construction of agricultural brand. The equilibriumtheory is used in the paper to analyze the game relation among the main subjects ofagricultural products’ brand management. The game relations include the game modelbetween leading enterprises and the government, the analysis of cooperative gamebetween leading enterprises and industry association. Then, it takes Gansu province asan example for empirical analysis. After expounding the development situation ofagricultural products’ brand in Gansu and existing problems in the main subjects ofagricultural industrialization, the paper proposes some policy suggestions to promoteagricultural products’ brand management on the basis of above theoretical analysis conclusion. The paper’s conclusion is: If the main subjects of agriculture products’brand management realize the maintenance of brand from long-term development ofbrand and the importance of construction, all of them will form a maintenance ofbrand-strategic alliance.