The Research On Hunan Brand Marketing Agricultural Products In Regions Countermeasures

Hunan province as a big agricultural province in China, with advantaged natural cultural conditions and rich agricultural resources, its plays a very important role in agricultural development in the country. In increasing agricultural products in Hunan province regional brand, and there was a group of national famous regional brand of agricultural products, such as rice in Hunan province, Junshan island silver needle, we also black tea, etc.Brand economy has become a measure of region in the 21st century market economy developed degree of important symbol. Brand construction is the transformation of the mode of economic growth in China’s agriculture, to value the important impetus to the economic transformation. Brand competition in the current market economic environment has become a high-end form of market competition, brand as an important symbol of agricultural products quality and characteristics, not only represents the enterprise product or service, culture, service and premium ability, has become the important basis of consumer perceptions and purchase products. Agricultural product regional brand is an important branch of agricultural products brand, also has obvious regional characteristics. Successful regional brand has a great driving effect on the development of regional economy, is also an important means of increasing farmers’ income. Improve the development of the regional brand of agricultural products, enhance the competitiveness of the regional brand of agricultural products, is not only the demand of the farmers and agricultural enterprises, is also the needs of the development of regional economy, it is necessary for our country in the face of foreign agricultural products brand competition; Once the regional brand products appear quality problem, not only lose market share and profit, the whole area of image have very big blow. So the research of agricultural product regional brand has very important significance.In this paper, the theory of brand positioning, brand value theory, and industry cluster theory as the theoretical basis for research, analysis of agricultural products from the screening advantages, analyzes the status quo of superior agricultural products in Hunan regional brand marketing, discovered in Hunan Province advantage brand agricultural area there is low brand value, brand body missing, brand awareness is not strong, and so many problems in the process of marketing. Compared under the same condition "Zhu Ye Qing""Wu Chang" rice, and other areas more successful case of brand marketing, from the enlightenment of successful cases, combined with the problems existing in the agricultural product regional brand marketing, puts forward the corresponding marketing countermeasures:clear subject, build brand and brand, the implementation of differentiation brand marketing, using the Internet to propaganda and so on, in order to enhance the competitiveness of advantage agricultural products in Hunan province regional brand, increase the added value of the brand, leading to economic development in Hunan province.