Study On The Brand Construction Of Characteristics Of Agricultural Products In Linyi

After30years of rural economic system reform, the rural and agricultural economicdevelopment has entered a new developing period, facing a new development. First of China’sagricultural products supply has the long-term relative shortage to relative surplus ofagricultural products competition from pure price competition to brand competition. Secondcaused by long-term and extensive development of agriculture, agricultural products quality isnot high, the structure unreasonable, the agricultural land pollution is more and more serious,farmers increase income problem increasingly prominent, again since the accession to theWTO, the domestic market and international market of agricultural products, a large numberof foreign high-quality agricultural products in our country, the strong impact of localagricultural products. Therefore, in order to improve the competitiveness of agriculturalproducts in our country, increase farmers’ income, to raise the income level of the agriculturalsector, solve the problem of "agriculture, rural areas and farmers", realize the good blueprintof the new rural construction in our country, must through the development of characteristicagricultural products, create characteristic agricultural products brand, taking the path ofagricultural modernization. Brand has become a new competitive agricultural products tradein the21st century, as a symbol of high quality, high grade and high position, high-qualityagricultural products brand gradually received the recognition from the society as a whole. Inthis paper, aiming at the problem of Linyi city characteristic agricultural product brandconstruction of systematic research.This thesis is divided into six parts. The first part introduces the research background,significance, agricultural products brand research status at home and abroad, this paper, thetechnical route and research methods. The second part introduces the basic concept and theoryin this paper, the characteristics of agricultural products. Firstly introduces the meaning andcharacteristic of characteristic agricultural products, characteristic agricultural products brand,the role of the characteristics of agricultural products brand, the definition of agriculturalregional brand, secondly introduces the comparative advantage theory, value increment theory,brand marketing theory, agricultural industrial chain theory. The third part introduces thecharacteristics of brand development present situation and existing problems of agriculturalproducts. The fourth part introduces the Linyi city characteristic agricultural product brandstrategy, including the basic train of thought and the characteristic of agricultural products brand Linyi Linyi city characteristic brand cultivation of the concrete countermeasures ofagricultural products. The fifth part in Pingyi honeysuckle, for example, analyses the Pingyihoneysuckle in successful practices, with the development of the brand for other featuresbeneficial references for the development of agricultural products. The sixth part is theconclusion and prospect of characteristic agricultural products brand development of Linyi.