农产品品牌建设的构成部分分析

   Brand building of agricultural products in general sense includes two principal parts. One is the principal part of narrowed brand building of agricultural products and another is the main bodies participating in the brand building, i.e., governments, organizations in agricultural industry and farmers. Principal parts of narrowed brand building of agricultural products refer to the agricultural enterprises directly participating in the brand building. 一般意义上的农产品品牌建设主要包括两个部分。一个是狭义上的农产品品牌建设，另一个是品牌建设的主体部分，即，政府，农业产业化和农民组织参与的主体。狭义上的农产品品牌建设主要部分是指直接参与的农业的企业的品牌建设。

  The main functions of agricultural enterprises in the brand building are to determine brand positioning, to apply for registration, to control the quality, to apply for the quality mark, to price and adjust the price, to build the brand culture, to shape the image and to popularize the brand of agricultural products; the main functions of governments in the brand building are to formulate quality standards of brands of agricultural products, to advocate and supervise the brand building, to provide service and support to the brand building, to manage the application for and registration of agricultural products brands and quality marks and to accelerate the internationalization of agricultural products brands; the main functions of organizations in agricultural industry in the brand building are to implement the application and registration of collective brands, to support the brand building in agricultural industry, to assist the agricultural enterprises in market developing and to emphasize the self-disciplined protection of the benefits of corporate operating in brand agricultural products; the main functions of farmers in the brand building are to provide primary agricultural products and ensure their quality. http://www.ukassignment.org/ygkczy/

  The relationship between the agricultural enterprises, governments, organizations in agricultural industries and farmers is competition-cooperation relationship.4. On the procedures of the brand building of agricultural products. It covers four stages and seventeen main themes of work. Four stages are: the stage of brand planning, the stage of brand establishing, the stage of brand cultivating and the stage of brand expanding. The main work in brand planning stage includes: selection of brand products, environment analysis of brand operation, goal establishment of brand building, market determination of the brand goal and brand positioning and planning; the main work in brand establishing stage include: design of the identification system of the brand and brand registration, brand products listing, brand cultural connotation determining; the main work in brand cultivating stage is to cultivate the "four essential factors" and "thirteen indicators" of brand agricultural products, as stated above, to consolidate and enhance comprehensively the brand level; the main work in brand expanding stage include: brand protection, extension, chain-operation and internationalization. 在品牌培育阶段的主要工作是培养“四个基本因素”和“13个指标”的农产品品牌，如上面所说，巩固和全面提高品牌的档次，品牌扩张阶段的主要工作包括：品牌保护，延伸，连锁经营和国际化。

 Essential factors and procedures of agricultural products brand building combine organically to form a two-dimensional model of agricultural products brand building, which systematically specifies the vertical and horizontal building content of agricultural products brands.5. On the practices in brand building of agricultural products. Currently, although great achievements have been made in the brand building of agricultural products, many problems remain to be solved.目前，在农产品的品牌建设上虽然取得了很大的成绩，但是许多问题仍有待解决。

  Many problems are revealed through the following examples: the awareness to product quality possessed by agri-enterprise managers is inferior to that of consumers; brand positioning is unclear; brand building level of agricultural enterprises is low; enterprises generally have not established price adjusting system in line with the psychological needs of consumers in front of severe price competition; brand building level and brand credibility are generally low; primary processing develops slower than deep processing of agricultural products; quality management agencies of agricultural product brands are not perfect and are short of human resources. Consequently, important approaches to accelerating the brand building of agricultural products are to place emphasis on the application for quality mark and collective mark of agricultural products, to strengthen the quality regulation in processing agricultural products, to establish scientific pricing and price adjustment mechanism, to enhance the reputation of agricultural products through brand culture, to define brand position specifically to establish brand credibility and good image of entrepreneurs, to formulate and implement proper advertisement strategy, and to expand brand popularity of agricultural products.6. On brand building practices by governments, organizations in agricultural industries and farmers.

  In the process of brand building, governments have such problems as lag behind in establishing quality standards for agricultural products, not providing enough support for brand building, low public credibility of certification results and not giving enough protection for agricultural products.在品牌建设的过程中，政府面临着农产品质量标准落后等问题，产品检验机制滞后这样的问题，无法提供足够的支持，品牌建设的认证结果的公信力低，并没有给予农产品足够的保护。

Therefore, governments should strengthen the establishment of agricultural products quality standards, perfect brand service system, increase financial budget in the brand building, add more support to the agricultural enterprises, make clear the management system of agricultural products brands, enhance the credibility of certification of brands and do well the protection work of agricultural products.