Research on Brand Building Strategy of Agricultural Products

DOI

10.2991/icemct-17.2017.86How to use a DOI?

Keywords

Agricultural Products, Brand Building Strategy, Economy Development

Abstract

In recent years, Chinese agricultural brands around the construction of a lot of useful exploration, established pollution-free food, green food, organic food as a priority to the development of the object. Since 2004, the central government has introduced five consecutive "one document", agricultural brand building has become a local government and agricultural leading enterprises to explore the hot issues. Agricultural brand building as an agricultural transformation and efficiency, farmers an important way to increase income, will play an active role in the realization of agricultural modernization. But the domestic brand of agricultural products research and practice, more limited to government planning and guidance. How to integrate the government planning strategy, product strategy, price strategy, channel strategy, promotion strategy and talent strategy in brand building will become an important subject of research on brand building of agricultural products in China. Based on the analysis of the macroscopic and microscopic influencing factors of the brand building of agricultural products in China, this paper constructs and analyzes the model of agricultural product brand construction by using the Chekland method.

Copyright

© 2017, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Yajuan Sun
PY  - 2017/05
DA  - 2017/05
TI  - Research on Brand Building Strategy of Agricultural Products
BT  - Proceedings of the 2017 4th International Conference on Education, Management and Computing Technology (ICEMCT 2017)
PB  - Atlantis Press
SP  - 382
EP  - 385
SN  - 2352-5398
UR  - https://doi.org/10.2991/icemct-17.2017.86
DO  - 10.2991/icemct-17.2017.86
ID  - Sun2017/05
ER  -