论文研究-湖北省农产品品牌建设的现状，问题与对策资源-CSDN文库

农产品品牌

需积分: 8 131 浏览量 2020-05-21 02:47:04 上传评论收藏 255KB PDF 举报

资源推荐

资源详情

资源评论

Open Journal of Business and Management, 2019, 7, 1162-1172

http://www.scirp.org/journal/ojbm

ISSN Online: 2329-3292

ISSN Print: 2329-3284

DOI:

10.4236/ojbm.2019.73081 Jun. 5, 2019 1162 Open Journal of Business and Management

Current Situation, Problems and

Countermeasures of Brand Construction of

Agricultural Products in Hubei Province

Ming Luo

Department of Economics and Law, Yangtze University College of Arts and Science, Jingzhou, China

Abstract

Implementing agricultural product brand

strategy is an inevitable choice for

developing modern agriculture and participating in international competi-

tion. Hubei is a large agricultural province, but the overall strength of agricul-

tural enterprises is weak; brand awareness is weak; and it lack of well-known

agricultural product brands, and the development of agricultural

products

processing industry lags behind, which directly restricts brand creation. Hu-

bei agricultural development must establish brand awareness, rely on local

resources, highlight local characteristics to develop relevant brands, and vi-

gorously promote standardized production of agricultural products, consoli-

date the quality foundation of branded agricultural products, improve brand

technology content, and continuously enhance brand added value.

Keywords

Agricultural Product Brand, Agriculture, Hubei

1. Introduction

As China’s agriculture enters a new stage of development, the domestic agricul-

tural product market environment has undergone a fundamental change—the

supply of agricultural products has changed from a shortage to a relative surplus,

and consumer demand for agricultural products has shifted from quantity to

quality. With the opening of the domestic market after China’s accession to the

WTO, China’s agriculture is facing increasingly fierce competition in the inter-

national market, and the competition in the agricultural product market is

*This paper is supported by foundation for excellent young and middle-aged teachers in Yangtze

University College of Arts and Sciences.

How to cite this paper:

Luo, M. (2019

)

Current Situation, Problems and Counte

measures of Brand Construction of Agr

cultural Products in Hubei Province

Open

Journal of Business and Management

1162

-1172.

https://doi.org/10.4236/ojbm.2019.73081

Received:

March 21, 2019

Accepted:

June 2, 2019

Published:

June 5, 2019

9 by author(s) and

Scientific

Research Publishing Inc.

This

work is licensed under the Creative

Commons Attribution International

License (CC BY

4.0).

http://creativecommons.org/licenses/by/4.0/

Open Access

M. Luo

DOI:

10.4236/ojbm.2019.73081 1163 Open Journal of Business and Management

gradually transformed into the competition between agricultural product quality

and brand. Strengthening agricultural brand building and implementing agri-

cultural product brand strategy are inevitable choices for developing modern

agriculture and participating in international competition. It will not only en-

hance the market competitiveness of agricultural products, but also increase the

added value of agricultural products, increase farmers’ income, promote the ad-

justment of agricultural industrial structure, and also contribute to the construc-

tion of a new socialist countryside.

In 2016, the Ministry of Agriculture of China identified the key points of

agricultural brand building in the new era, and participated in the research and

preparation of the “China Brand Development Strategy” with the Development

and Reform Commission, the Ministry of Industry and Information Technology,

the Ministry of Commerce, the General Administration of Quality Supervision,

and the State Administration for Industry and Commerce, and promoted the

establishment of “China”. “Brand Day” laid the foundation for the next step of

promoting the establishment of the Agricultural Brand Leading Group of the

Ministry of Agriculture and coordinating the construction of national agricul-

tural brands. The “Guiding Opinions of the Ministry of Agriculture on Accele-

rating the Development of Agricultural Brands” was subsequently issued to fur-

ther clarify the work priorities and implementation paths of China’s agricultural

brands. On January 22, 2017, the Ministry of Agriculture issued a notice on the

2017 Agricultural Brand Promotion Year, and the Ministry of Agriculture de-

cided to define 2017 as the Agricultural Brand Promotion Year [1]. Hubei is a

large agricultural province with abundant agricultural resources and has always

been an important agricultural production base in the country. After years of

hard work, the province’s agricultural transformation and upgrading has made

great progress, but brand agriculture has always been a short-board in Hubei.

Accelerating the implementation of Hubei agricultural product branding is a

requirement and inevitable trend of Hubei’s agricultural and rural economic de-

velopment. The purpose of this study is to analyze the current situation of agri-

cultural products brand in Hubei Province, and to provide suggestions and

guidance for the construction of agricultural products brand in Hubei Province.

For exploring Hubei Province agricultural products brand development path,

around the core content of agricultural products brand and basic theory, this

paper surveys the present situation of the development of agricultural products

brand in Hubei Province, the current brand of agricultural products in Hubei

Province are analyzed, summarized the main problems in the process of brand

development, according to the actual situation of Hubei Province, targeted put

forward the suitable countermeasure and the suggestion for the construction of

agricultural brand in Hubei Province. Based on the research of the agricultural

product brand construction in Hubei Province, to solve the key problems exist-

ing in the construction of agricultural products brand in Hubei Province, seek-

ing the effective methods and countermeasures to solve the problem of its, give

M. Luo

DOI:

10.4236/ojbm.2019.73081 1164 Open Journal of Business and Management

full play to the agricultural products brand to promote the development of

modern agriculture, promote agricultural supply side the advantage of structural

reform, in order to realize the steady and rapid development of modern agricul-

ture in Hubei Province.

2. Literature Review

2.1. Foreign Related Research

The emergence of the brand concept can be traced back to the Roman era. But

the development and research of brand theory has gone through a relatively

long-term process. Burleigh B. Gardner and Sidney J. levy (1955) published the

article “Products and Brands” in the Harvard Business Review, which marks the

beginning of modern brand theory research. They believe that brands have a set

of qualities that satisfy customers’ rational and emotional needs. The value of its

creation should focus on developing a personality value [2]. David Aaker (1996),

a professor at the University of California, Berkeley, used case studies to study

brand building and made recommendations on how to create strong brand cha-

racteristics, manage sub-brand extension systems, and develop brand equity [3].

Philip Kotler (2001), the famous father of marketing, believes that the main

point of the brand is a set of specific characteristics, benefits and services that the

seller provides to the buyer for a long time. A good brand is not only a guarantee

of quality, but also a more complex symbol mark. A brand can express six

meanings: attributes, interests, values, culture, personality, and users. The most

lasting meaning of a brand should be its value, culture and personality, which

define the foundation of the brand. Kotler believes that building a brand is good

for both buyers and sellers. The brand provides product quality information to

the purchaser, implying that the consumer can obtain the emotional benefits

from the product, helping the consumer to find products that may be beneficial

to them; the brand is beneficial to the seller to obtain the buyer’s stable prefe-

rence for the product, for the seller to bring come to profit. He believes that in

today’s world, enterprises should not only create brands, but also have brands,

and at the same time should pay attention to the management of brands [4]. Da-

vid F. Dalessandro and Michele Owens (2001) in the United States proposed the

ten principles for creating competitive brands [5]. The book “Positioning” by Al

Ries and Jack Trout (2002) in the United States explains the importance of brand

“positioning”, the most influential concept of American marketing in the past.

The development of brand theory cannot be truly guided by positioning theory

[6] “Strategic Brand Management” by Kevin Lane Keller (2004), a tenured pro-

fessor at the Stanford Business School in the United States, summarizes Western

brand theory to some extent. Keller elaborated on the importance of the brand,

pointing out that the brand is an intangible asset and core competitiveness that

is more important and longer than the enterprise product. It is an image that the

competitor can’t imitate and a high sense of customer identity and loyalty to the

company. On this basis, the Keller system elaborated on the “consumer-oriented”

剩余10页未读，继续阅读

评论收藏

内容反馈

weixin_38547035

粉丝: 3
资源: 921

论文研究 - 湖北省农产品品牌建设的现状，问题与对策

最新资源

论文研究 - 湖北省农产品品牌建设的现状，问题与对策

我国农产品营销渠道建设存在的问题与对策研究-论文.zip

生鲜农产品物流存在的问题与对策研究论文.doc

我国农产品营销渠道建设存在的问题与对策研究.zip

农产品电子商务发展现状与对策研究论文.doc

毕业论文设计--学年论文湖北省农产品电子商务物流现状分析研究.doc

论文研究-吉林省全面质量管理的现状及对策研究.pdf

学年论文湖北省农产品电子商务物流现状分析研究-大学论文.doc

论文研究 - 东北地区现代农业发展的现状与对策

论文研究-湖北省蕲春县总体发展规划通过省级鉴定.pdf

学年论文湖北省农产品电子商务物流现状分析研究.doc

区块链背景下农产品区域品牌建设的融资问题研究.pdf

甘肃农产品品牌建设研究0626-论文.zip

论文研究 - 贵州省物流业发展现状，问题及对策研究

论文研究-我国大宗农产品期货基差尾部相依性研究.pdf

中国农产品出口现状问题与对策毕业论文.doc

中国农产品出口的现状问题和对策毕业论文.doc

河南省生态农业发展现状与对策研究-论文.zip

毕业论文设计--新农村建设进程中高等农业教育服务质量的问题与对策研究》问卷调查数据处理与分析论文.doc

本科毕业论文---西部农产品电子商务应用创业计划书.doc

大学毕业论文---西部农产品电子商务应用创业计划书.doc

论文研究-设施农业机器人的研究现状浅析 .pdf

论文研究- 山东省农业系统工程进展点滴.pdf

Qt 5实现串口调试助手 （源工程文件、0积分下载）

【SystemVerilog】路科验证V2学习笔记（全600页）.pdf

AutoSAR标准协议4.2.2

光伏-储能并网系统仿真.rar

GD32替换STM32注意事项.pdf

XCP协议的规范文档

最新资源

Qt 5实现串口调试助手（源工程文件、0积分下载）