Research on Brand Strategy of “Earth Password” Agriculture Company
Date Issued
2016
Date
2016
Author(s)
Yang, De-Ji
Abstract
This paper discusses new ideas of Internet and agricultural development. Sticking to the guiding ideology of combination of theory with practice, two methods are mainly used to analyze and study the current development of China’s brand agriculture. One method is documentation analysis. Through the analysis of existing literature and related materials, this article aims to tease out the theories of building agricultural brands and to find out new ideas that are compatible with China''s special agricultural situation. The other method is case analysis. Successful experiences could be summarized with the study of France and the United States cases in the agricultural brand development. Taken the earth password (Beijing) agricultural trade Co., Ltd. (hereinafter referred to as the land of password) as an example and based on its existing development pattern, this article seeks the most suitable future development direction for our country agricultural brand. The research finds that with the increasingly fierce competition in the world market, brand agriculture is an important method to promote the development of agriculture towards a higher level. For today''s China''s national and world situations, the developmental strategies of brand agriculture should accomplish the following several points: first is to re-recognize the brand agriculture inwardly and understand ideas that how agriculture develops relying on brands. Second is to learn more lessons from Europe, the United States and other developed countries in their development of agricultural and change the old business mode to developing new modes with standardization and professional so as to improve the quality of products. Besides, all kinds of communication tools in the age of Internet should be fully utilized for innovation of marketing mode and product promotion strategies. Last but not least, the construction of integrated system should be strengthened and the construction of the infrastructure should be improved. In that way, a number of competitive agricultural enterprises can be fostered with the application of the advanced two-dimensional code technology that can achieve the full name track of the product. With the emergence of several well-known enterprises in the market, the branding development of agriculture could be achieved.
Subjects
Agriculture
brand agriculture
Internet era
agricultural product
branding
Type
thesis