Regional Public Brand Construction Of Agricultural Products In Hunan Province

With the development of agriculture,agricultural products consumption level gradually improve,agricultural products brand is increasingly significant.Research area public brand construction of agricultural products in hunan province and is beneficial to improve the quality of agricultural products in hunan province and residents' quality of life,and is conducive to enhance the brand competitiveness of agricultural products in hunan province regional public brand.Based on the theory of brand positioning,brand image shaping theory,public goods theory as the theoretical basis,through the analysis about the present situation of agricultural products in hunan province regional public brand construction: in recent years,certain achievements have been made in the brand construction of agriculture in hunan province,to foster a batch of more successful regional public brand of agricultural products.Existing in the construction of the agricultural products lack of brand awareness and brand positioning;Lack of agricultural products quality guarantee,brand management system not perfect;Do not pay enough attention to brand promotion of agricultural products.In this paper,two successful cases "lishui mountain farming" and "luochuan apple" to the success of typical for the analysis of the two brands,with the successful experience of brand building,to guide the construction of agricultural products in hunan province regional public brand development.According to the experience of the successful conclusion put forward the following countermeasures: strengthen agricultural product regional public brand awareness,brand to agricultural product regional public brand of brand positioning and brand image building;To promote agricultural industrialization process,strengthen the construction of agricultural standardization,large scale system;Perfect the regional public brand operation and management system;Increasing agricultural product regional public brand promotion and protection;Strengthen government regulation and support of agricultural product regional public brand,pay attention to the professional personnel training,etc.