Proceeding of International Agriculture Innovation Conference

Abstract

Brand Building is an important special project which supports the development of agricultural modernization. It plays significant role in expanding special industries. In order to lead and support its development, government has been introducing relative policy documents and requirements regarding Brand Building. In this article we have studied the internal and external factors which affects the development of Brand Building by systematically analyzing Regional Brand Building Project of Kiwi in Xiuwen. The results show that the internal factors include good natural environment, strong policy support, high social and cultural value, advanced science and technology while external factors include huge consumer market and strong market competitiveness. In order to promote the sustainable development of regional public brand of Kiwi in Xiuwen we have come up with four suggestions as following. First, improving product quality, improving producers’ sense of brand awareness. Second, promoting precise marketing and improve consumers’ recognition. Third, improving agricultural products distribution system and paving the cornerstone for brand building.

Fourth, constructing and enhancing government monitoring mechanism, optimizing the environment for brand building.

Keywords

Agriculture Products, Brand Building, Xiuwen County in Guizhou Province, Kiwi