Study On The Brand Construction Of Yuanyang Rice

Brand management is increasingly becoming the key to achieving modern agricultural development,transforming regional economic growth patterns,and gaining long-term competitive advantages.The creation and development of agricultural product brands is different from the secondary and tertiary industries.Due to the complexity of brand building and the relationship between agricultural products,the agricultural product brands Construction put forward higher requirements.It is not difficult to establish a brand,but how to manage the brand is the key to the continuous development of the brand.Studying the brand construction of agricultural products is conducive to the development of enterprises and is conducive to the development of the industry.Farmers,as raw material suppliers for the construction of agricultural product brands,will increase the income of farmers.As the only geographical indication product in Xinxiang City of Henan Province,Yuanyang Rice has lost its brand image and influence after the “toxic rice” incident.The innovation of this paper is to investigate the consumption of rice by residents of Yuanyang County and Zhengzhou City through questionnaires.The comparative analysis method can more intuitively understand the current status of brand building of Yuanyang Rice.Then,it carefully analyzed the problems existing in the brand construction process of Yuanyang rice,and based on learning the advanced experience at home and abroad and the operating model of Yuanyang Jianhua Rice Factory,it made targeted recommendations and measures to improve the brand construction of Yuanyang rice.From the residents' consumption situation of Yuanyang rice,we discovered that the problems in the construction of Yuanyang rice brand are: The original Yang rice brand lacks the grades of its products,lacks brand cultural support,the rice industry organization fails to supervise,and rice brand promotion.The intensity needs to be improved,and the leading enterprises do not play a sufficient role.In response to the above issues,the following suggestions were made: to strengthen the product quality of Yuanyang rice brand,to enhance the brand culture support of Yuanyang rice,to give full play to the role of Yuanyang Rice Association,to strengthen the promotion of rice brand,and togive full play to the leading enterprises.With action.The government and rice associations should support the development of leading enterprises,encourage enterprises to expand the scale of leading products,and support enterprises in mergers and acquisitions of domestic similar product manufacturers through various means such as acquisitions and holdings.All in all,we need to further study the development of Yuanyang rice brands,encourage Yuanyang County rice processing companies to introduce new technologies and equipment,promote the transformation and upgrading of enterprises,in order to enhance their true strategic value,and to reshape Yuanyang rice brand as a starting point.,Transform the Yuanyang rice brand into a professional rice brand.