Research On Xinhua Brand Cultivation Of Featured High-Quality Rice

With the development of economy and the improvement of people's living standard,people's eating demand vary from the pursuit of simplicity to nutrition, health and safety. In this development context, nutritious and healthy special rice gains more and more attention. Xinhua is a traditional agricultural county, the featured high-quality rice produced here is the organic food of highest international standard. Its represent "Ziquejie Gongmi" is one of the three rice products of geographical indication. In order to further develop and expand the brand of featured high-quality rice is the key to improve its overall competitiveness, achieve its sustainable development and enhance local farmers' income.This paper takes the regional brand building theory of agricultural product as the research foundation, Xinhua featured high-quality rice brand as the research object, so as to explore practical development strategies of Xinhua featured high-quality rice brand. By making a comprehensive analysis of the status of Xinhua featured high-quality rice brand development as well as analyzing the advantages, weaknesses, opportunities and threats of Xinhua featured high-quality rice brand development, this paper draws a conclusion that the agricultural infrastructure here is weak, the develop scale is not large, the leading enterprises' driving force is not strong, supporting policies is not perfect, processing of agricultural products is inadequate and other problems. On the basis of Xinhua rice brand development status and the results of the questionnaire, this paper proposed some practical ideas and suggestions for future brand development of Xinhua featured high-quality rice from four aspects. Measures of business entities: strengthening brand awareness, cultivating brand body, strengthening science and technology innovation,improving infrastructure and accelerating brand certification, establishing the industry associations; Measures of products: cultivating new varieties, establishing standards,innovating product concepts and packaging; Measures of product marketing: Strengthening market management, promotion and site construction; Measures of brand culture: mining brand culture, building corporate culture and using the regional culture.