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A Study on Creating Agriculture International Brands by Industrialization: The Case of ¡°Guanxi Pomelo¡± in China

Xuejun Lin, Jing Huang, Xiaohong Li and Yuchen Gong

Journal of Management and Strategy, 2017, vol. 8, issue 2, 12-24

Abstract: Since the 21st century, brand has become one of the most important competitive factors in the agricultural trade area. Under the precious chance of ¡°One Belt And One Road¡±, to strengthen brand building will be promising in trade promotion and the competition of Chinese agricultural products. In the case of ¡°Guanxi Pomelo¡±, this paper concentrates on the strategy study of the building of international agricultural brand in China. Proceeding from the present situation of brand building of ¡°Guanxi Pomelo in Pinghe¡±, the article analyzes what industrialization problems constraint its brand building. Besides, the factors influencing the building of ¡°Guanxi Pomelo¡± are assessed through Analytic Hierarchy Process. And accordingly several necessary measures are put forward specifically, in order to provide the reference and advice for the building of international agricultural product brand in China, including developing agricultural industrialization management, strengthening technological innovation, strengthening the brand maintenance and publicity, and emphasizing the role of government and industry associations to guide development. Ultimately, wish some useful methods could be done to promote China's agricultural products to create international brands and improve the competitiveness of Chinese agricultural products by means of the analysis.

Keywords: agricultural brand; industrialization; AHP model (search for similar items in EconPapers)
Date: 2017
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DOI: 10.5430/jms.v8n2p12

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