The Countermeasure Research Strategic Analysis And Recommendations To Actively Qromoting The Branding Development Of Agricultural Product

As the fact that branding of agricultural products plays a significant role in adding the value of agricultural products,promoting market supply and demand,competitiveness and market share of agricultural industries.In recent years,in order to promote rural economy and social stability,as well as the transformation and upgrading of agriculture improving the rural incomes,the party and government attach great importance to the construction and development of regional agricultural products.Taking branding of agricultural product as the beginning point,based on the research status of international and domestic papers,brand building,six spindle encoder like brand awareness,brand development,brand innovation,brand maintenance,external security,and other 14 open coding like brand effectiveness and brand recognition,this paper analyses the current situation and development problems of Jiaozuo iron yam brand and put forward some conclusions,encoding the data by grounding theory 1,branding ability and recognition for the agricultural product of the enterprises is relatively weak,with uneven level of brand management and the lack of initiative of agricultural brand development.2,supply chain of agricultural production is too short without deep processing and high added value,which has become constrains for the upgrading of this industry.3,Brand positioning is not clear,which has resulted to the low market share.4,vicious competition between farmers and enterprises has led to serious counterfeit and shoddy products,which has seriously damaged the market reputation of Jiaozuo iron yam.5,government and the enterprises take less seriousness to brand connotation construction,external security is not efficient and sufficient for long term development.Targeting to the current developing problem of Jiaozuo iron yam,with the deepanalyses of research data from business activities of enterprises and local farmers,this paper recommend that.1,product quality is critical,branding innovation should be made to be the forcing power for brand growth.Regulations should be formed by government to supervise and regulate the market activity.2,government should actively provide the leading enterprises with financial and political support,extending the value chain thereby improving the added value.3,enhance brand awareness of iron yam to the whole country,which required efficient and reliable management for branding,only by doing this can enterprises achieve high demand penetration.4,Making good use of Internet +,perfecting sales channels,in order to extend market share and influence.5,integrations should be make beyond the existing resources in the market so as to improve the operating efficiency and form good Industrial clusters.6,control and supervise should be put forward to certificating standards like Pollution-free agricultural products,green food,organic agricultural products and geographical indications of agricultural products,establishing other brands by category of iron yam so that can achieve large market share.Besides,based on the developing situation of Jiaozuo iron yam,as well as field research and theoretical analysis,this paper made it clear of the existing problems and make some recommendations that are targeted and with high operability to develop iron yam,promoting the vigorous development of regional agricultural products and construction of modern agriculture.