The Value Evaluation And Promotion Study Of The Yongxing Sweet Orange Brand

With the process of economic integration,the domestic and foreign markets of agricultural products are becoming more and more competitive.Promoting the brand value of regional agricultural products is an important way to promote the development of agriculture.Now people's living standard and quality of life gradually,people safe and healthy eating ideas,people on the consumption of agricultural products goal has been to eat to eat well,eat healthy,eat at ease.Now,the focus of the market competition of agricultural products is no longer a proportion than the price,but the quality of safety.Brand is a "business card" of agricultural products.It is a symbol of the varieties,quality and safety of agricultural products,carrying the information and honor of agricultural products.In a sense,competition in the future market of agricultural products is primarily the competition of brands.The quality of agricultural products is the life value of the brand of agricultural products and the key factor to weigh the brand grades of agricultural products.Because the agricultural production process is complex,affected by natural,social and other factors,and the production cycle is longer,therefore,building good quality of agricultural products has become the key to enhance the brand value of agricultural products.In addition,the brand building of agricultural products has the characteristics of externalities and publicity,which leads to the promotion of regional brand value of agricultural products,and needs to overcome some difficulties.To enhance the brand value of agricultural products is a comprehensive,long-term and complex systematic project,which needs to be done in every aspect of breeding,selection,planting,processing,storage,sale,publicity and so on.Enhance the brand value of agricultural products,the natural environment is the prerequisite and foundation,social environment is the key and key.Hunan Yongxing has a unique and high quality of resources and the environment,through continuous breeding selection,cultivation of Yongxing sweet orange quality is getting better and better,and its popularity is increasing,but has not formed the scale and brand effect,the market competitiveness has to be further strengthened.This paper combines Yongxing sweet orange industry development practice,analyze the various factors that influence Yongxing sweet orange brand value,the factors of classification,construction and empirical analysis of evaluation index system of brand value,based on the results of the analysis,study and put forward countermeasures to improve Yongxing sweet orange brand value,provide a useful reference for Yongxing sweet orange industry development and brand construction.