Along with the continuous development and improvement of our country’smarket economy, Competition in agriculture transformation has changed from pureprice competition to brand competition. Agricultural products’ brand and higherquality have become a modern agricultural high-level competition performance to winthe favor of consumers. In the early days of China’s founding, the shortage ofagricultural products was very serious due to China’s particular political, economic,diplomatic background. And this had a negative impact on national production andsocial stability. Our country adopted the policies of purchase and sale and limiting thedevelopment of commodity economy and other policies, and this had seriously hurtthe farmers’ enthusiasm for production of agricultural products and the agriculturalproducts was in short supply. People focused only on the agricultural products’number and prices. They had no choice of brand. After reform and opening up, thegovernment implemented rural economic restructuring to mobilize the farmers’enthusiasm.The number of agricultural products was increasing and could basicallymeet people’s demand for the amount of agricultural products. With the continuousdeepening of reform and opening up, people’s living standards greatly improve. Whenpeople purchase agricultural products, they no longer just focus on the prices.Thequality and nutritional value of agricultural products have become important factorsfor people to choose agricultural products. After China’s accession to the WTO, theforeign high-quality agricultural products enter China’s market because of theprinciple of national treatment. Then have been very great impacts on the sales ofagricultural products in China. In order to stand out in the fierce market competition,we must cultivate the brand of agricultural products and improve the quality of them.This article studies brand cultivation of agricultural products of Pingdu to exploreeffective ways of cultivating brand.This article first introduces the research background, purpose and significance,domestic and foreign research of agricultural products brand, the research methodsand technology roadmap of the article. The second chapter describes the basicconcepts and theories of the brand. First introduces the definition of brand,agricultural products brand and regional public brand, followed by the definition andprocess of brand cultivation, and finally introduces the theory of industrial management of agriculture, the theory of comparative advantage and geographicalindication protection. The third chapter analyzes the status quo and problems of brandcultivation of agricultural products of Pingdu. The fourth chapter describes theexperience of agricultural products brand nurtured by the United States, Japan andTaiwan–three developed countries or regions to provide a reference for Pingdu brandcultivation of agricultural products. Chapter V details the advantages, the basic ideaand measures of Pingdu brand cultivation of agricultural products. Chapter VIanalyzes the successful practices of Majiagou celery to provide a reference.
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