Study On Brand Construction Of Lentinus Edodes Industry In Hebei Province

With the rapid development of economy and the support of corresponding policies,China's agricultural production has made great progress,and the output has increased year by year.Some agricultural products even appear the phenomenon of oversupply,which affects the competitiveness of its industrial development.With the proposal of structural reform on the supply side,it is found that consumers' demand for high-quality and green agricultural products has increased,so on the one hand,it is to avoid it.On the other hand,in order to break through the bottleneck of industrial development,brand building is particularly important.Therefore,relying on resource endowment advantages,developing characteristic agricultural products brand has become an important way to realize largescale agricultural production,industrialized production,standardized production,improve the level of agricultural modernization,shape the image of regional agricultural products,enhance the competitiveness of agricultural products,and promote farmers' income.Based on a comprehensive survey of the development of Lentinus edodes industry in Hebei Province and the status quo of brand construction of Lentinus edodes industry,this paper focuses on the analysis of brand construction of Pingquan,Zunhua and Fuping,the main producing areas of Lentinus edodes in Hebei Province,revealing that the brand construction of Lentinus edodes in Hebei Province has strong homogeneity of products,difficult brand differentiation positioning,lack of scientific planning for brand construction and development,and the quality of producers There are some problems,such as weak brand awareness,lack of managerial talents in brand construction and development,inadequate propaganda methods and so on.Subsequently,according to the results of the survey and a large number of literature reading,the index system of influencing factors of Hebei Lentinula edodes industry brand was screened out by frequency analysis method.At the same time,53 experts were invited to grade the influencing factors,including brand experts,experts of edible fungus system,and professors in related fields.According to the score results,DEMATEL method was used and MATLAB7.0 software was used.Fifthly,the influencing factors scoring index is calculated,and the importance of influencing factors is ranked according to the results of calculation.The key influencing factors of brands whose results are more than 9.5 are screened.Finally,through learning from the construction experience of Qingyuan Lentinus edodes and Xixia Lentinus edodes,this paper analyzed the current situation of the development of Hebei Lentinus edodes brand,and designed the ideas for the construction and development of Hebei Lentinus edodes industry brand,the construction mode of "mother-child brand" and the development mode of "Sanyi" brand.Finally,according to the key factors and existing problems,combined with the construction ideas need to pay attention to,put forward targeted countermeasures and suggestions.This paper analyzed the influencing factors of the brand of shiitake mushroom industry in Hebei Province,and put forward the brand construction and development plan according to the key factors.From the government's point of view,this paper puts forward some pertinent and operable suggestions for brand construction and promotion of Hebei Lentinus edodes industry;from the perspective of industry organization,it puts forward innovative model and management system for brand building;from the perspective of enterprises and professional cooperatives,it puts forward some suggestions for brand marketing management and brand publicity;and promotes Hebei Lentinus edodes.Brand building of high quality,comprehensive,healthy and sound development.