Study On The Integration Of Xinjiang Korla Pear Brand

With the income level of residents in our country continues to improve, the agricultural product market competition is increasingly fierce, consumers choose to buy, for the brand of agricultural products is also favored a plus. The agricultural product brand marks the agricultural development strength and the level of competitiveness of agricultural products.However, the less number of brand of agricultural products in our country, the existing brand of agricultural products in the market is relatively chaotic, uneven quality, shoddy and other problems occur frequently, so that consumers see things in a blur, the brand of agricultural products in the choice of where to start. In view of this, a lot of the current agricultural product brand strategy has been unable to adapt to the increasingly fierce competition in the market of agricultural products, but also unable to meet consumer demand increasingly high demand. Therefore, to seek an effective way, so that the brand of agricultural products, the tight encirclement, re established in the consumer recognition and reputation is very important. The agricultural product brand integration to be realized from product to brand, from the local brand to brand at home and abroad to enhance the transformation of regional brand and also to resolve the problem of display,In this paper, taking Xinjiang as an example of Korla fragrant pear, the related concepts and theories of integration from the regional brand of agricultural products, the focus of the study, the use of empirical analysis method to analyze the situation and existing problems of regional brand. In view of the existing problems, put forward the agricultural product brand integration strategy, demonstrates the necessity and from the five aspects of enterprise development, agricultural industrialization, standardization, market economy,brand benefit and the income of the farmers and the local economy of Korla pear brand integration, from the objective feasibility condition, economic interests of Korla pear brand the integration of further analysis to put forward the implementation of brand integration strategy and guarantee measures.The conclusion of this paper is:considering from the aspects of brand competitiveness,agricultural industrialization, economic benefits, the agricultural product brand integration strategy, and then to Xinjiang fragrant pear in Korla as an example, analysis of the agricultural product brand integration, by government agencies, agricultural associations as well as the dragon head enterprise from three aspects of joint measures, their own decision-making based on the development of brand behavior from the long term, to recognize the importance of the present agricultural products brand integration, so the body can form a protection of the brand’s long-term development of strategic alliance, in order to ensure the smooth implementation of brand integration from many aspects.