Study On The Present Situation And Countermeasures Of Ningxia Agricultural Products Brand Construction

Through the practice of modern agricultural development at home and abroad,the market pattern of agricultural products has changed fundamentally,and the scale has ceased to occupy the competitive advantage of the market,and instead,the brand advantage has been replaced.Brand construction has become an important means to improve agricultural production and marketing docking,effectively promote the transformation and upgrading of agriculture,not only improves the quality and safety of agricultural products and market competitiveness,and can satisfy the domestic and international market diversification and personalized needs of escalating,finally realizes the agricultural efficiency and farmers' income.This research according to the Ningxia about accelerate the Ningxia characteristic high-quality agricultural products brand construction opinion ",through the literature review,reference to the relevant domestic and abroad,as well as in the construction of agricultural products brand experience,analysis of the enlightenment.From the main body of agricultural products brand construction(the government,enterprise,family farms,farmers cooperatives),through a questionnaire survey method,analysis of survey data,sort out brand construction situation and existing problems of agricultural products in Ningxia,and proposes the corresponding countermeasure and the suggestion.The main conclusions are as follows:1.The brand construction situation of Ningxia agricultural products mainly show: agricultural product brand building main body consciousness is growing fast development and brand construction,cultivating in Ningxia,2016 national industry leading enterprises in 19,347 provincial leading industrial enterprises,farmers cooperatives amounted to 5371,the family farm amounted to 2244,most of the construction of subject think brand construction is of decisive role in the development of production;Brand quantity increases unceasingly,at present has produced more than 300 kinds of characteristic agriculture in Ningxia brand,among them: 23 Chinese well-known trademark of agricultural products,famous brand agricultural products in Ningxia,141,"a label with the doctrine of" agriculture,854;The quality of agricultural products has been continuously improved,and the proportion of major agricultural products testing and "three products and one standard" has been the highest in the country,and the number of organic food certification ranks the first in the northwest.Increasingly perfect marketing network,by relying on state-level large-scale exhibition,promotion,set up stores,actively cooperate with Taobao,Jingdong mall,intensify propaganda promotion,to expand marketing network.2.Ningxia agricultural products brand construction problems and restricting factors,mainly reflected in the following aspects: brand technology content is low,brand agricultural products research and development promotion system has not yet formed,agricultural science and technology achievements conversion utility ratio is low.The lack of brand influence of agricultural products,lack of systematic brand promotion,lack of promotion,lack of radiation,and lack of brands across provinces and regions.No effective brand regulatory protection system,brand using authorized regulatory approach,market access system are yet to be established,such as unable to achieve in the whole process of the agricultural products traceability,illegal infringement ACTS and lax.The logistics system of agricultural products is relatively lagging behind,the organization degree is low,the logistics technology is backward,the circulation wastage is large,the logistics cost is high.Lack of scientific system planning and measures,brand planning and cultural creativity lag,relying on brand tension to drive the development of the processing industry is not strong.3.Proposed the following measures to improve the brand construction of agricultural products in Ningxia: unified planning from the government level and strengthened policy support.We will improve the traceability system for agricultural inputs,quality and safety management of agricultural products,set up a series of system for the catalogue of agricultural products,and establish a brand standardization system for agricultural products.Improve agricultural products logistics infrastructure construction,innovation brand sales of agricultural products,strengthening the construction of agricultural electricity business cooperation to seize opportunity of the construction of the experimental area inland open economy,developing brand of agricultural products sales channels.In agricultural science and technology promotion project for gripper,increased investment in new product research and development of agricultural science and technology and research strength,improve the added value of agricultural products,to strengthen the construction of agricultural science and technology personnel,improve the sci-tech contents in agricultural products brand.We will strengthen the publicity and promotion of agricultural products brands.Excavating the agricultural history and culture,introducing modern agricultural elements,creating brand new visual image and designing agricultural products with modern ideas and local culture.The implementation of the Ningxia agricultural product brand construction project will help strengthen the government's organization and promote the responsibility,and encourage the government to continuously strengthen the financial support and supervision of the perfect brand agricultural products;Help to improve the market influence and competitiveness of agricultural products,promote sales and increase profits;It helps to promote the cooperation between enterprises and farmers,so that farmers can obtain more scientific and technological guidance to improve the quality and purchase price of agricultural products and realize the increase.It can help consumers obtain the quality information of agricultural products,provide quality assurance for consumers,and promote consumers to form good brand consumption habits.Finally,we will improve the brand reputation,market awareness and brand value of Ningxia agricultural products.Based on this,this paper has carried out a more in-depth research project,and hopes to promote the overall competitiveness of Ningxia agricultural products brand.