Study On The Development Mode Of Brand Agriculture For Granddragon Wine

Throughout the development of agricultural economy in the world, the world agricultural competition has undergone new change, and the original pure price competition has not adapt to the development of social economy. According to the statement of our agricultural economy, we realized that in order to rehabilitate the image of our agricultural product, we must take action by improving the quality competition of our agricultural products in international market and enhance the image of agricultural products brand. Only the perfect product quality can win the trust of consumers and pass the high level of competition in the international agricultural market. Because of the relatively small scale of production, the agriculture of our country is relatively weak in the organizational level. The conflict caused by a small production and big market continue to take place, and technology services can not keep up to date. The popularization of science and technology keep lagging and branding service has not formed, which lead to low efficiency of China’s agricultural production and low degree of standardization. All these things influence the development of brand agriculture in China. By studying "leading enterprise+ cooperative+farmer" mode of Granddragon Wine, it explains how a company ensures the quality of raw materials by analyzing the production of agricultural products and brand cultivation effect in order to enhance the brand value. By summarizing the successful experience of Granddragon Wine brand cultivation and the disadvantages of further development, some countermeasures and suggestions are come forward so as to provide reference for the other agricultural products brand.In this paper, through a large number of survey data and related information, the basic situation of development of brand agriculture in China as well as the problems encountered in the development process will be summed up:such as the lack of maintenance of the brand and the sense of responsibility, low capacity of deep processing, poor level of standardization and bad branding service. How to use "leading enterprise+cooperative+farmer" mode of Granddragon Wine to control the production of raw materials is analyzed, such as. the main position role of each part, the profit mechanism between leading enterprises and cooperatives, the coupling mechanism benefit between cooperatives and farmers, the protection of planting risk, the accountability assessment under the mode of "leading enterprise+cooperative+ farmer", and the core of cultural of "leading enterprise+cooperative+farmer" mode. It also analyzes its advantages, such as scientific management, the improvement of operational efficiency, the reasonable distribution of benefits, and effectively avoiding risks. The problems mainly come from that the enforcement of standardized operation need to be strengthened and the benefit coupling mechanism still needs to be improved. Some countermeasures are put forward. For example, the brand needs further development to build a community of destiny, perfect the quality supervision system, improve the ability to cope with risks, improve the innovation ability of agricultural products. And finally, some concrete measures are suggested, such as strengthening the quality inspection efforts from the government, increasing investment in innovation from the enterprises, playing a good role as a bridge from cooperatives as well as strengthening risk protection system. The "leading enterprise +cooperative+farmers" mode is conducive to enterprises to obtain a stable source of supply, the reliable quality, the efficiency of agriculture and increasing farmers’ income. In order to make the mode of production to sustainable development, there must be a reasonable interests linking mechanism. The government, enterprises and cooperatives all need to continue its innovation and exploration as well as perfecting the system. At the same time, the disciplines and the rules must be strictly performed whether it is the laws and regulations of the state and enterprises or management system of internal cooperatives. Any part of the illegal behavior can do harm to the construction of agricultural brand and even lead to the production mode collapse.