Abstract
Implementing agricultural product brand strategy is an inevitable choice for developing modern agriculture and participating in international competition. Hubei is a large agricultural province, but the overall strength of agricultural 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. Hubei agricultural development must establish brand awareness, rely on local resources, highlight local characteristics to develop relevant brands, and vigorously promote standardized production of agricultural products, consolidate the quality foundation of branded agricultural products, improve brand technology content, and continuously enhance brand added value.
Highlights
Implementing agricultural product brand strategy is an inevitable choice for developing modern agriculture and participating in international competition
Hubei is a large agricultural province, but the overall strength of agricultural 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
As China’s agriculture enters a new stage of development, the domestic agricultural 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
Summary
As China’s agriculture enters a new stage of development, the domestic agricultural 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. Strengthening agricultural brand building and implementing agricultural product brand strategy are inevitable choices for developing modern agriculture and participating in international competition. It will enhance the market competitiveness of agricultural products, and increase the added value of agricultural products, increase farmers’ income, promote the adjustment of agricultural industrial structure, and contribute to the construction of a new socialist countryside. The “Guiding Opinions of the Ministry of Agriculture on Accelerating the Development of Agricultural Brands” was subsequently issued to further clarify the work priorities and implementation paths of China’s agricultural brands. Accelerating the implementation of Hubei agricultural product branding is a requirement and inevitable trend of Hubei’s agricultural and rural economic development. The purpose of this study is to analyze the current situation of agricultural products brand in Hubei Province, and to provide suggestions and guidance for the construction of agricultural products brand in Hubei Province
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