Brand Construction of Agricultural Enterprises: A Case Study of Hubei Hanway Ecological Agriculture Group

Brand construction of agricultural enterprises is a fundamental path for industrialized development of agriculture, an essential measure for increasing agricultural efficiency and farmers’ income, and also an effective approach for development of agricultural modernization. Effective carrier of brand construction is agricultural enterprise. However, at present, there are problems of weak awareness of most agricultural enterprises, low science and technology content of products of agricultural enterprises, lack of carrier for brand construction, and imperfect mechanism of survival of the fittest brand. On the basis of successful experience of Hubei Hanway Ecological Agriculture Group, this paper came up with theoretical conception for brand construction of agricultural enterprises in China from raising social recognition of brands, increasing science and technology content of brand products, improving management and control of quality and safety of brand products, and cultivating effective carrier for brand construction.