Study On Brand Strategy Of Panjin Rice

In recent years, with the development of economy, the growth of the economic income, improve people’s living standard, the food consumption growing, and presents the trend of RMB. As the growth of the food consumption, food security, food security problem has become a hot social issue. How to guarantee basic food safety problems, on the basis of meet the demand of people increasingly diversified food has become a must in the Chinese society and solve the difficult problem.Panjin rice produced in liaohe delta hinterland PanJinShi, unique flat topography, abundant water resources, good ecological environment, rich in minerals and trace elements FanJian type soil make it has the nutrition, appearance, texture, etc, good quality, so that the rice industry in a leading position in the local agricultural economy. Panjin rice brand, also with the development of the market economy to grow rapidly. This article through to panjin rice brand current situation of the development of in-depth investigation, understand the panjin rice successful experience in the development of brand, also found that the rice brand development and some problems existing in the construction, such as in-depth investigation, the status quo of the city of rural social endowment insurance of the present situation and problems, such as small scale enterprises, brand support is weaker; Scattered, difficult to form resultant force, influence brand continuously strengthen; Excessive attention to in the construction of brand product form, the depth of such problems as insufficient efforts in brand building, the impact of panjin rice brand stronger and bigger; File for brand building and development in the presence of the above problems, the cause of both subjective and objective analysis, subjective aspect mainly exist misunderstanding of brand construction and management, there are lack of long-term planning, backward management level and the management idea, in the objective aspect, the early market fast development, the market of the enterprise innovation power, the low degree of market standardization, unified quality standard system and market access system affect the enthusiasm of brand innovation. Aimed at the existing problems and causes, and put forward the panjin rice brand strategy development pattern choice, brand identity, brand extension, brand management, and vision aspects such as development train of thought, and based on this, advances the panjin rice brand development to establish the quality standard system and an endorsement brand access system, expand security sustainability of the products and brands, pay attention to the connotation of the brand construction, and to adapt to changes in demand of innovation of brand development Suggestions.This article is divided into six parts, the first part is the introduction, this paper expounds the panjin rice brand research background, purpose, significance, domestic and foreign research review, research methods and framework, innovation and the insufficiency of paper; The second part focuses on the study of rice brand brand theory and other related theory of the brand development; The third part analyzes the panjin rice brand development present situation, existing problems and cause analysis; The fourth part aiming at problems in panjin rice brand development and become a development ideas put forward with the combination of related theories; The fifth part propose panjin rice brand development countermeasures; The sixth was divided into conclusion, based on the review, a file of rice brand development is prospected.