The Problem And The Strategy Of Building The Organic Agricultural Products Brand

China is a large agricultural country,agriculture is still the first industry in our country.It is obvious that developing good agriculture is necessary.So both the central government and local government are emphasizing the development of agriculture.Focusing on the competitiveness of agricultural products,to strengthen efforts to improve agricultural produce brand building has become very competitive means.Third Plenary Session of the CPC Central Committee proposed to "increase registered trademarks and geographical indications of agricultural protection efforts," "cultivate well-known brands," and so there strong evidence that shows the importance of brand building of agricultural products.However,there are very few well-known brands of agricultural products in the market,people know few of these agricultural products.It is not compatible with the overall state of our nation.Therefore,our strength in building brand of agricultural products is weak.In recent years,as China's economy gets stronger gradually,people's living standard and consumption intensity is also increased.Meanwhile,the number of social contradictions caused by the economic development is increasing and becoming more complex.The environmental pollution is getting more serious and various social issues is outstanding.Because of the slacking on food regulations,some unscrupulous businessmen are for the sake of chasing interests,"Sanlu milk powder incident," "lean lean essence event" "poison eggs incident",all were leaving panics in our heart.More and more people feel worried about the quality of agricultural products on the market,and now they care the quantity more than quality.Green,health,safety,the organic component are more and more important in people's minds,the organic products is facing a excellent prospects for development.How do enterprises grasp this great opportunity for developing the organic products? This paper is on the basis of a large number of academic researches and data displaies.And carry out marketing researches and doing survey reports to have a deeper analize on the current situation,prospects,main problems and organic certification issues of China's organic brand.The thesis is maily divided as 5 parts.First of all,the introduction introduces the research's background and significance of the construction on the organic agricultural production,as well as the objectives and methods.Secondly,this paper reviews the literature related to organic agricultural products brand building,including the study of organic agricultural products brand building at home and abroad to study the problems of organic agricultural products brand,and also prepared for the subsequent further research of the prospects of Chinese organic agricultural products brand.Once again,this paper expounds the related theory of China's agricultural products brand.This part introduces the concept of brand,classification and characteristics,the meaning and characteristics of organic agricultural products.Then,analyze the further advantages of organic agricultural products development and market prospects.And gets purchase intention of consumer for the brand of organic agricultural and related suggestions from the questionnaire.Fourth,analyze factors affecting China's organic agricultural products brand building and problems existing in the presence of organic agricultural product brand construction.And then introduces the methods and procedures of organic agricultural products certification.Finally,on the basis of previous studies,combined with the data and investigation report,put forward countermeasures and suggestions for the construction of the brand of organic agricultural products.