Study On Brand Construction Of Regional Characteristic Agricultural Products

China is a large agricultural country,with different geographical characteristics,the production of the characteristics of the product is not the same.With the continuous changes of China's agricultural system,China is from traditional agriculture to modern agriculture.Since the reform and opening up,China has continuously introduced new products and technologies,some foreign outstanding products continue to appear in the domestic market,the sales of agricultural products in China caused some pressure.In the highly competitive market structure system,how to ensure that our brand-specific product brand building and promotion has become the main content of the current modern agricultural management.Brand building for the occupation of agricultural products market has a very important role,through brand building can improve the visibility of agricultural products,through brand building can further constrain the behavior of production enterprises to safeguard the interests of consumers.This article is mainly to Yuanjiang mango as an example to the agricultural product brand construction in detail.In order to better propagate the Yuanjiang mango brand,it is necessary to investigate and analyze the existing problems of Yuanjiang mango brand.Through analysis,it can be seen that there are several problems in the construction and publicity process of Yuanjiang mango brand:(1)imperfect management organization,The brand building is completed,the management is chaotic,the organizational structure is more complex,in the management of the main brand of the time,can not be scientific and reasonable scheduling and coordination of fake and shoddy behavior punishment is not enough;(2)in Yuanjiang County,Yunnan Province(3)propaganda is not enough,the brand is completed,only through the traditional media brand promotion,the basic no effect;(3)propaganda is not enough,4)technical support is not enough,mango grow farmers,do not pay attention to new products and new technology research;(5)there is no perfect insurance management measures,agricultural products by the environment and the impact of natural disasters is more serious,in the event of sudden situation,Farmers will be seriously affected;(6)e-commerce professionals Insufficient,we can not take full advantage of the Internet brings.This paper draws lessons from the domestic and international mango brand management experience,in order to further enhance the Yuanjiang mango brand is proposed in this paper:(1)guided by the market,fostering the growth of Yuanjiang mango brand subject;(2)the optimization of Yuanjiang mango brand management system and coordination of the organization;(3)construction of Yuanjiang mango standardization production system perfect Yuanjiang,guarantee the quality of mango;(4)improve Yuanjiang mango marketing system,integrated marketing communication system Yuanjiang mango brand.Through this study,to analyze the process of Yuanjiang mango brand construction,and put forward the construction of Yuanjiang special agricultural products brand strategies and suggestions,has certain significance for strengthening the construction of Yuanjiang area,characteristics of agricultural products brand to promote regional economic development.