Analysis Of The Brand Value Of Agricultural Products

With the gradual penetration of the concept of green ecological consumption and the improvement of people's living standards,people's demand for brand agricultural products is also growing.Due to the fierce competition and high degree of homogeneity in the agricultural products market,it is very important to improve the quality of agricultural products,establish the brand of agricultural products,formulate and implement the marketing strategy of agricultural products brand,and expand the brand effect,influence and competitiveness of agricultural products,so as to improve the market share and brand value of brand agricultural products,increase the income of farmers and sustainable development of ecological agriculture Theoretical and practical significance.Guangfeng majia grapefruit is one of the eight major pomelo categories in China.It is also a special product of Guangfeng in Jiangxi Province and a national geographic indication product of China.It has a long history,which can be traced back to the Ming Dynasty.It has a long time of planting and profound cultural accumulation,bearing the cultural tradition of "local filial piety fruit".Majia grapefruit has a certain brand effect.This paper analyzes the current situation of the development of majia grapefruit industry in Guangfeng,Jiangxi Province,and explores its key problems based on the problems.In this study,questionnaire survey and comprehensive comparison method were used to explore the factors that may affect the purchase intention of Macintosh,such as purchase channel,price,income level,promotion activities and behavior preference.Finally,according to the key problems existing in the promotion of brand value of majia grapefruit industrial cluster,the corresponding development strategies are put forward.Taking advantage of the comparative advantage and development opportunities of MaJia grapefruit,we will develop the brand of MaJia grapefruit industrial cluster by developing the "long distance" development plan and brand development plan of MaJia grapefruit Industry,carrying the "Internet plus" marketing express,and improving the quality of the varieties.Second,by constantly making up the infrastructure bottleneck of the development of majia grapefruit industry,we will expand and strengthen the main business body,and get rid of the dilemma of low quality and weak brand competitiveness of majia grapefruit.Third,we should actively build the brand information service platform of majia grapefruit industrial cluster,establish itsmarketing system,deeply tap the brand cultural connotation of majia grapefruit industrial cluster,and improve the cultural connotation and technological content of majia grapefruit.Fourth,promote elaborate quality management and supporting technical services to improve the quality of majia grapefruit,and implement the brand management strategy of majia grapefruit.On the basis of the above analysis results,this paper puts forward the corresponding countermeasures to develop the brand of majia grapefruit industrial cluster from four aspects: improving product quality and modernization level,broadening sales channels,implementing flexible pricing and increasing promotion.At the same time,this paper also puts forward six safeguard measures,which are to strengthen the macro guidance of the government,broaden the financing channels,strengthen the supervision of production safety,give full play to the leading role of majia grapefruit leading enterprises,establish and perfect the brand system of majia grapefruit and improve the logistics and storage system,in order to provide some reference for the construction,promotion and marketing of the brand of majia grapefruit industrial cluster.