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2014•Unpublished venueOpen access

Strengthening Branding Construction and Improving the Competitiveness of Tropical Distinctive Agricultural Products in Hainan

Qiu Meihuan, Xiaodong Zhang, LIN, Minxia, Hongyi Zhang, Zhunian Wang, QIU, Meihuan, ZHANG, Xiaodong, LIN, Minxia, ZHANG, Hongyi, WANG, Zhunian

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Abstract

Brand construction plays an increasingly important role in marketing and competition in modern agricultural industry. There are problems in brand construction of tropical distinctive agricultural products in Hainan, including less famous brand products, weak core competence, strengthening declaration and ignoring management as well as imperfect marketing system, therefore resource integration should be stressed to develop famous brand products and technological innovation should be strengthened to promote core competence of enterprise.

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What this paper is about

Brand construction plays an increasingly important role in marketing and competition in modern agricultural industry. There are problems in brand construction of tropical distinctive agricultural products in Hainan, including less famous brand products, weak core competence, strengthening declaration and ignoring management as well as imperfect marketing system, therefore resource integration should be stressed to develop famous brand products and technological innovation should be strengthened to promote core competence of enterprise.

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Available abstract

Brand construction plays an increasingly important role in marketing and competition in modern agricultural industry. There are problems in brand construction of tropical distinctive agricultural products in Hainan, including less famous brand products, weak core competence, strengthening declaration and ignoring management as well as imperfect marketing system, therefore resource integration should be stressed to develop famous brand products and technological innovation should be strengthened to promote core competence of enterprise.

Key concepts: Business, Core competency, Agriculture, Competence (human resources), Agribusiness, Brand management, Marketing, Brand strategy

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