Study On Brand Building Of Agricultural Products In Jingzhou City

Central file no.1 in 2020 pointed out that agricultural products brand construction to win out of poverty to be completed,implement the strategy of rejuvenating the country,has the vital significance,brand construction need to strengthen trademark protection for agricultural products and agricultural products authentication management of geographical indication,highlight the local characteristics,so as to create famous brand of agricultural products,promote rural 123 industrial convergence development.With the process of agricultural modernization and the continuous enhancement of brand awareness,brand has become an important symbol of agricultural modernization,but also the inevitable demand for agricultural products to enter the international market.The agricultural city of Jing Zhou city in China has a reputation as a "land of fish and rice",Jing Zhou farmers on the beautiful and rich Jiang Han plain spawned a wide variety of crops,such as Hong Hu lotus root,pen rack the stomach,regeneration of rice white diao,public security,Jing Zhou fish cake,Hong Hu lotus seeds,grape,Jing Zhou Jianli lobster etc.Each has its own characteristics of agricultural products,by the vast number of consumers love.However,due to less well-known brands of agricultural products in Jing Zhou,the brand influence is low.In order to achieve a breakthrough development of agricultural products in Jing Zhou,we can only adhere to the road of brand construction,create influential brands of agricultural products,and promote the high-quality development of agricultural industry.This paper mainly studied the following contents:first,sets forth the basic condition of Jing Zhou city brand construction existing,summarizes the development situation of Jing Zhou city agricultural product brand building of Jing Zhou city summarise the actual practice of agricultural products brand construction,on the basis of analyzing the problems in the process of agricultural products brand construction,and analyze factors restricting the development of the agricultural product brand construction.After that,this paper selected two successful cases of brand construction of agricultural products,"Qian Jiang Lobster" and "Wuchang Rice",analyzed the development path of brand construction,and obtained the experience and inspiration of brand construction.Then,according to the Jing Zhou agricultural products brand construction and the existing brand development status,the Jing Zhou agricultural products brand construction environment SWOT analysis,obtained Jing Zhou agricultural products brand construction SWOT matrix.Finally,according to the problems and disadvantages in the process of brand construction,from the point of view of the main body of brand construction of agricultural products—the government,enterprises,industrial organizations and other producers and operators,this paper puts forward some suggestions and countermeasures to promote the brand construction of agricultural products in Jing Zhou.