Research On The Brand Building Of Agricultural Geographical Indications In Heilongjiang Province

In recent years,there is a significant increase in international economic and trade relations between the countries at all levels criss-cross, with the rapid development of technology, the rapid development of the transport sector as well as the increasing international exchanges. Features and scale of the modern agricultural and creating a brand of geographical indications of agricultural has became a means to achieve brand management, improve agricultural competitiveness and improve farmers’ income.Heilongjiang Province, a brand of geographical indications of agricultural products.However,there is a big gap between other domestic and foreign similar brand.And,a lot of resources have not been exploited and utilized.Facing with this situation,there is a systematic discussion of building ographical indications of Agricultural brand in Heilongjiang province in this article.Firstly,a beneficial condition was analyzed in atural resources, industrial infrastructure and policy. Published in Chinese agricultural products quality and safety nets, reveals that 94 geographical indications of agricultural was gegistered in Heilongjiang province before December 2014 ranking third in China.In Heilongjiang province,the the agricultural geographical indications has been shown a brand effect,but a lot of problems is existed in quality of product,registration and use of product with reasons of the government support and the agricultural industry instiuation supervision is poor. Through to consumers purchase behavior,the consume’s cognition,intention and behavior for the geographical indications was analyzed. On the one hand understanding of consumer of geographical indications in China product awareness; on the other hand, from the discovery of geographical indication products to consumers caused low awareness causes, and explore ways to improve consumer awareness, as a geographical indication products further exhibition brand protection and construction of the open direction. According to the Heilongjiang provincial geographical indication brand development present situation of agricultural products, this paper presents the geographical indication of agricultural products brand conception. Put forward the "four in one" brand building model, and use the brand integration strategy and marketing strategy to promote the story. Finally, according to the geographical indications in Heilongjiang province of existing problems and put forward countermeasures and suggestions.