The Research Of The Brand Building Of Regional Advantage Agricultural Products Takes Henan Province Xinzheng City Jujube Industry For Example

As the degree of world trade liberalization and the continuous improvement of the level of national income, and with increasingly fierce competition of the agricultural market, people have became more and more demand for agricultural products. However, the relatively so small number of brand agricultural product in our country that it is unable to adapt to the increasingly fierce competition in the agricultural market, and also meets the demand of more and more high consumption. Therefore, agricultural brand product’s building has become the mutual topics for our country government, enterprises and farmers.Based on the related concepts and basic theory of the regional advantage of agricultural products brand construction, as jujube industry in Henan Xinzheng an example, the paper analyzes the basic situation and the existing problems about the Xinzheng jujube brand’s construction, and the writer analyses the basic situation of brand construction and successful experience,makes French champagne and Majiagou celery as typical cases. Then, it puts forward countermeasures and suggestions of the construction of the regional agricultural products brand.The full text is divided into five chapters, the first chapter is introduction, introduce the research background, research purpose and significance, research status at home and abroad, the research content and method, the paper possible innovation and deficiency. The second chapter states the theoretical foundation, including the regional advantages, brand, brand of agricultural products, agricultural products definition and analysis of the concept of brand building, as well as to the value chain theory, brand creation theory, theory of location advantage, consumer information processing theory, expounds the overall product concept. The third chapter will analyze the Xinzheng jujube brand construction situation and the questions.The fourth chapter states the agricultural product brand construction.The fifth chapter introduce the promote countermeasures of the construction of the regional advantages of agricultural products brand. At present, China’s agricultural products brand building is still in the exploration stage, it is a new research topic in the development of the national economy. Therefore, researching the costruction of the agricultural products which is regnant in regions itself is an innovation. This paper takes red dates industry in Xinzheng city as an example, introducing the construction of red dates in Xinzheng city as well as analyzing the problems in brand building. This not only contributes to the development and maintenance of red dates brand in Xinzheng city, also has certain enlightenment for the brand building of agricultural products in other areas. In promoting the brand building of the agricultural products which is regnant in regions, this paper prescribe and analyze the eight aspects, such as the improvement of brand awareness, ensuring the quality of the agricultural products, increasing the investment of science and technology. The analysis of the agricultural products brand promotion, increasing policy support, integration of agricultural management mechanism, the implementation of brand for agricultural products certification, and the traditional culture which is regnant in regions.