Hunan Agricultural Products Brand System Construction Research

Branding of agricultural products is the only way for modern agricultural development.The promotion of brand value has a great supportive effect on the growth of farmers'income and enterprise efficiency and agricultural industrialization development.Also is a key for rural revitalization,new rural construction,and adjustment of agricultural industrial structure.Developed agricultural countries rely on strong brand advantages of agricultural product to build huge rural goods brand value,occupying the vast majority of the global agricultural product market share.In other words,forming China's agricultural product brand system is extremely urgent.The Party Central Committee and the State Council have issued related documents frequently,requiring local governments to strengthening the brand construction and make top-level designs for the development path of branding operation of agricultural products.In recent years,Hunan Province as a major agricultural province in China,which already has relevant development conditions and have attached great success to it.However,compared with developed regions,the branding value of farm products in our province is mid-level,and brand system construction is imperfect.This paper firstly classing the relevant research theories and explains the related concepts about brand construction system of agricultural product at home and abroad.Based on the relevant theoretical foundations such as brand localization theory,comparative advantage theory,and product differentiation theory.This essay analyzes the current situation of Brand System construction of agricultural products,also lists the basic conditions needed for the development path of branding operation of rural products in Hunan province.From the analyzes the influence of these basic conditions on the construction of an agricultural product brand system in our province,we find the benefits and limitations of the basic conditions of Hunan agricultural product brand construction.On this basis,the related problems of the brand system construction of agricultural products in Hunan Province were summarized.Furthermore,this paper selects the Kyoto,Japan which is a paragon for the brand value of agriculture,as well as Shandong Province in China with a large number of domestic brands and high brand value of rural products as the example,summarizing and analyzing the advantages about construction of agricultural product brand system in developed regions and make it suitable for the Hunan province by using literature research,comparative analysis,statistical analysis and other research methods.Subsequently,the paper puts forward some suggestions for the construction of agricultural product brand system in Hunan Province,including the principles,path,and content of the construction of agricultural product brand system.