Investigation And Research On Current Situation Of Agricultural Products' Brand In Boluo County

Agriculture,the foundation of the national economy in China,is in a crucial period from traditional agriculture to modern agriculture.As consumer demands of high-quality agricultural products arise,marketing problems of agricultural products have become increasingly prominent,especially the brand management of agricultural products has become the key to the development of modern agriculture.Nowaday,the increase of consumer demand improved the market competitiveness,which is the key to promote farmers' income.It is important to pays special attention to the characteristic agricultural development with local characteristics,and the agricultural products brand construction with local characteristics,which will be conducive to improving the market competitiveness.The article based on the analysis of the brand construction of agricultural products at home and abroad,carried on the study of brand building of agricultural products in Boluo County,discussed the brand construction status and problems,and in-depth analysis combined with relevant theoretical knowledge,the successful experience of the brand construction of agricultural products in developed countries.The article combined with the actual situation of Boluo county and put forward the corresponding solution.The results are as follow:(1)The economy of Boluo County increased rapidly,especially the agricultural enterprises.The number of leading enterprises had increased year by year,and in 2015,there were 40 new leading enterprises.Nevertheless,the scale of enterprises needed to be expanded,products should also be upgraded relying on techonolgy.Therefore,the government should exert its guiding effectiveness on enterprises and coorperation organization to develop a number of strong leading enterprises.(2)At present,Boluo county had 6 provincial agricultural products brand,and 8 municipal agricultural products brand,mainly destibuted in food industry and farming industry in the form of raw materials and primary products.The quality of products should be improved,like increase the added value,so the construction of standardization and industrialization needed to be strengthened.Besides,broadening the range of brand and increasing product value were also important.(3)Currently,the brand management was relatively weak,and there still remained problems in brand building and promotion,for this,enterprises should attach the awareness of brand management and forge ahead with hard struggle.(4)The sales channels of agricultural products were narrow,with low penetration of e-commerce,and the main channels were wholesale market and tourism agriculture.The agricultural infrastructure and services aas well as the electronic information and business platform should be developed.