Research On The Development Model Of Agricultural Products Branding In Henan Province

In 2018,Document No.1 of the Central Committee proposed that it is necessary to promote agricultural branding,cultivate agricultural brands,protect geographically marked agricultural products,and create a new pattern of "one village,one product" and "one county,one industry." Henan Province is not only a major agricultural province,but also a major province of consumption,production and export of agricultural products.Speeding up the brand construction of agricultural products in Henan Province is not only in line with the requirements of the state to integrate the brands of characteristic agricultural products and support the expansion of famous brand products,but also a means to awaken the vitality of agricultural products market.The number of agricultural products in our province is large and the categories are complex.The agricultural products with outstanding manifestations often contain unique quality or have obviouse marks.So,the road to the brand of agricultural products in Henan Province is an inevitable trend.This paper takes brand theory as the theoretical basis for the development of agricultural product branding,and uses the literature research method to carry out data collection and date reduction.The first part mainly describes the background and significance of the topic,combined with domestic and foreign literature to obtain appropriate research methods.The second part defines the concept and theory of agricultural product branding.Through collecting and sorting out the geographical indication data of agricultural products in Henan Province,the third part analyzes the present situation of the brand development of agricultural products,sums up the present situation of the branding development system of agricultural products,and summarizes the results of the brand development of agricultural products.The fourth part mainly analyzes the problems and the restrictive factors in the branding of agricultural products.In the fifth part,the comparative analysis method is used to analyze the agricultural products development models of developed countries in the United States,New Zealand and France,and other agricultural products such as Wuchang rice,Lao Gan Ma,and Chu Orange in other provinces.And then to compare with the development models of Xinzheng dates,Luoyang peony and Luohe Weilong in Henan Province.Combining with the predicament of brand development and management of agricultural products in Henan Province,the sixth part puts forward the suggestions of leading enterprises to upgrade their industries,differentiate their value-added,brand plus marketing promotion,and government-guided largescale production.On the other hand,it requires optimization and upgrading from the aspects of enhancing brand awareness,increasing publicity,and effectively increasing the added value of agricultural products.The seventh part collates the development ideas of the brand of agricultural products in Henan Province,discusses the foothold of the development,and provides a realistic reference for solving thedilemma that agricultural products only has the brand but no market.agricultural products.