Research On Brand Construction Of Characteristic Agricultural Products In Wendeng

Wendeng is the main producing area of Panax quinquefolium in China.The Panax quinquefolium grown there is of high yield and good quality.However,Wendeng Panax quinquefolium industry has the advantage of raw materials,it has not formed a strong brand of distinctive agricultural products.It is of great significance to study how to accelerate the standardization of Panax quinquefolium industry in Wendeng,to develop intensive processing and to speed up the brand construction of Panax quinquefolium.In this paper,we used the method of investigation and research to design the outline and questionnaire of interviews,and conducted on-the-spot and in-depth interviews on some participants of Wendeng Panax quinquefolium brand construction,to understand the current situation,advantage and problems of Wendeng Panax quinquefolium brand construction.In order to further analyze the problems existing in the brand construction of Wendeng Panax quinquefolium,and to find out the important factors affecting the brand construction of Wendeng Panax quinquefolium,first of all,this paper uses case analysis,summed up the “Baekdu Mountain ginseng” and south Goryeo ginseng brand building experience,then it uses the analytic hierarchy process(AHP)to establish the hierarchical structure model of the factors affecting the brand construction of Panax quinquefolium,and to score and calculate them,the first ten factors that influence the brand construction of Panax quinquefolium are as follows: the service level of trade association,the level of farmers’ cultural quality,the leading role of government policy,the marketing mode of Panax quinquefolium products,he quality of Panax quinquefolium products,the standardization management of enterprises,the ability of industry coordination and management,the degree of government support,the difference of Panax quinquefolium products in the market,and the quality and safety management of Panax quinquefolium.It was found that the advanced experience of brand building of Baekdu Mountain ginseng and Goryeo ginseng and the problems existing in the brand construction of Wendeng Panax quinquefoliumbasically coincided with the important factors influencing brand building of Wendeng Panax quinquefolium,the conclusion is: there are obvious problems in trade associations,enterprises,farmers and markets,these should be focused on.According to the problems and the important factors affecting brand buildingthe important factors affecting brand building in brand building of Wendeng Panax quinquefolium,furthermore,the author puts forward some countermeasures and suggestions for the participants of the brand construction plan of Wendeng Panax quinquefolium.First,the Wendeng government should attract talents,and provide policy and financial support to help enterprises develop fine processing.Second,the Panax quinquefolium Industry Association to develop professional cooperation organizations,improve service levels and organizational coordination capacity to train farmers.Third,we must speed up the flow of resources between enterprises,and cultivate talents of e-commerce for network marketing reserves.Fourthly,farmers should raise their awareness of standards and become knowledge-based farmers.Fifth,facing the consumer market,the main parties should strengthen brand publicity to improve the way of brand promotion and ctively explore foreign markets to improve brand awareness,reputation,and brand maintenance.