Implementing Brand Strategy To Promote Leather Industry Upgrading In Weifang

In recent years, Weifang has given full play to its existing industrial foundation and advantages, and has taken the development of brand agriculture as the key measure to deepen the industrialization operation. The brand driving strategy has been fully implemented from all aspects of production, marketing and sales. It has effectively promoted the sound and rapid development of agricultural and rural economy and sustained increase in farmers' incomes, and has accelerated the process of modern agricultural construction.

    一、突出地方特色，打造產(chǎn)業(yè)品牌

Relying on resource advantages and implementing brand strategy is an important way to innovate the development mode and promote the pformation from traditional agriculture to modern agriculture.

One village, one Township, one product, one county, one brand, or even one county, one brand, has developed the 3 million mu protected vegetable production area with Shouguang as the center, and the 5 million mu high quality special grain production area centered on Qingzhou and Gaomi. The 400 thousand mu high quality watermelon producing area centered on Changle and Hanting, the 300 thousand mu ginger and garlic producing area with Anqiu as the center, the 1 million mu dry and fresh fruit producing area centred on Linqu, the 200 thousand mu high quality seedling production area with Changyi as the center, the 50 thousand mu high grade flower production area with Qingzhou as the center, 300 million meat producing areas with Zhucheng and Changyi as the center, 200 million 200 million ducks producing areas with the center of Zhucheng and Changyi. In recent years, under the premise of ensuring food security, Weifang has vigorously promoted the strategic adjustment of agricultural structure, from the past one.

These highly specialized, large-scale and regionalized high efficiency industrial clusters constitute the brand of modern agriculture in Weifang. Shouguang vegetables, Changle watermelon, Anqiu ginger and garlic, Qingzhou flowers, Changyi seedlings, Linqu Greenhouse Cherry, Xinchang chicken, Lok Kong duck and so on become a strong competitive brand in the domestic and foreign market.

Two, promote agricultural standardization and consolidate the foundation of brand building.

Agricultural standardization is the foundation of brand agriculture and the essential requirement of modern agriculture.

Weifang insists on building brand throughout the standardization of agriculture. According to the principle of "planning a batch, cultivating a batch, maturing a batch, launching a batch", we select the existing advantageous industries, superior products and famous and excellent agricultural products (000061 quotas, love shares, and information), select the direction of brand cultivation, and implement the brand building work to every township, enterprise and base, so that every famous and excellent agricultural product has a clear business subject.

Up to now, the city has certified 4 million 800 thousand acres of pollution-free, green and organic food bases, 514 agricultural products certified by three products, 1380 registered trademarks of primary agricultural products, 21 famous agricultural products and 8 famous brand products in Shandong.

Three, strengthen the construction of leading enterprises and cultivate brand management entities.

Leading enterprises are the main bodies of deepening industrialization and promoting the implementation of brand strategy.

From the perspective of optimizing the composition of enterprises and improving the quality of operation, Weifang has been supporting and supporting a number of well-known enterprises with great influence both at home and abroad.

At present, the leading enterprises in the city have developed to 2810, of which 12 are state-level key leading enterprises.

First, we should strengthen the backbone of the backbone and form an industry leader.

Relying on the resource advantages and industrial advantages of Weifang, we should focus on the key enterprises with concentrated cultivation, focus on improving the degree of concentration of leading products and the correlation between upstream and downstream products, expand the scale of enterprises, elongate the industrial chain, and fundamentally enhance the core competitiveness and market impact of enterprises.

It has formed the backbone enterprises of poultry meat processing export, represented by Zhucheng foreign trade, Shandong Xinchang, Weifang port, etc., and a pig processing backbone enterprise represented by delis. It is a vegetable processing export backbone enterprise represented by Anqiu foreign trade, Taihua food, Wanxin food and so on, and a large number of backbone enterprises of grain and oil processing, leather processing and aquaculture.

Through the development of order farming, these industries are connected with more than a dozen, dozens or even hundreds of farmers' professional cooperatives, which radiate more than 10 or dozens of small and medium-sized enterprises, and drive tens of thousands of households and hundreds of thousands of farmers to participate in industrialized operation.

The two is to promote the intensive processing of agricultural products and enhance the capability of independent innovation.

We should actively encourage leading enterprises to build R & D centers, cooperate with well-known institutions and research institutes at home and abroad to develop core technologies, enhance their capability of independent innovation, and improve their technological content and added value.

Most enterprises have developed from the original single variety to the current multi series boutique portfolio, and a large number of deep-processing key enterprises have emerged.

At present, the city has established more than 120 meat cooked food processing, food intensive processing and FD production lines, 1000 kinds of intensive processing products, and 500 kinds of agricultural products and processed products exported to more than 120 countries and regions such as Japan, South Korea, the European Union and the United States.

Among them, poultry exports account for 1/3 of the whole country, vegetable exports account for 1/10 of the whole country, and pigment exports account for 1/2 of the world trade volume.

Three is to expand the scope of operation and expand the scale of enterprises.

Four, develop the market in all directions and enhance the brand image.

Adopting the way of "government set up, enterprise participation and market operation", we have organized and targeted to develop the agricultural products market and continuously improve the market share.

First, we need to expand the domestic high-end consumer market.

While consolidating and expanding the existing market, Weifang's high-quality agricultural products are actively pushed into the domestic high-end consumer market.

In mid October of last year, we organized more than 80 key leading enterprises in Qingdao for a week of 2007 (Qingdao) Weifang Week activities, and docking with Qingdao's major consumer organizations.

At present, more than 120 agricultural products wholesale markets and supermarkets in more than 20 cities have been listed on more than 180 high-quality agricultural products bases or enterprises in Weifang, and a stable relationship between agricultural products purchase and sale has been established.

The two is to open up foreign markets.

Every year, enterprises are organized to hold agricultural products fairs, fairs and docking meetings abroad. They widely promote Weifang's agricultural products, and actively guide and encourage enterprises to set up sales offices abroad.

At present, there are more than 80 enterprises in Russia, the United States, Germany, the Middle East, Africa and other countries and regions to set up various sales companies, offices more than 120, the city's export enterprises reached more than 400.

Last year, the total foreign exchange earnings from the city's agricultural products amounted to US $1 billion 80 million, an increase of 20% over the previous year.

The three is to do well the agricultural festivals.

It is a successful practice for Weifang to "take part in the festival and sing the business in economy and trade".

Successively successfully created the three national agricultural festivals of Shouguang cuisine Expo, Qingzhou flower expo and Changyi Miao fair. This year, the first China (Weifang) international modern agricultural achievements fair was held this year, and large-scale exhibitions such as the international kite club and Shandong Taiwan economic and Trade Fair were invited to visit Weifang and abroad to expand the external publicity, promote exchanges and cooperation, and set up a platform for Weifang agriculture to go to the domestic and foreign markets.

Five, increase policy support and optimize the brand creating environment.

Constantly improve policies, increase support, and actively create conditions for the development of brand agriculture.

First, increase the intensity of brand incentives.

Since 2000, the municipal Party committee and the municipal government have formulated the brand building incentive policy, rewarded the bases and products for obtaining pollution-free, green food and organic food certification. In 2007, the municipal government formulated the "opinions on accelerating the development of modern agriculture", rewarded enterprises with state and provincial brands respectively, and gave awards to Weifang's agricultural standardization production bases and pollution-free agricultural products, green food and organic food certification enterprises. The annual incentive funds were more than 5 million yuan.

Two is to increase policy support.

The municipal Party committee and the municipal government specially formulated the decision on encouraging and supporting the development of agricultural leading enterprises. All levels should be supported from the aspects of finance, credit, land use, electricity consumption, water use, employment and so on, and provide quality and convenient services in such aspects as project approval, infrastructure pportation, public security communication, product pportation and so on.

The three is to increase financial and financial support.

Since 2002, the municipal finance has allocated 10 million yuan of funds annually to cultivate and support the development of key agricultural leading enterprises and set up a special contribution award for agricultural leading enterprises.

At the same time, actively coordinating financial institutions to support the development of leading enterprises, successively striving for about 7000000000 loans for more than 200 leading enterprises, such as National Development Bank, Everbright Bank and provincial agricultural development bank.

By increasing support, we have further improved and optimized the brand creating environment, laying a solid foundation for deepening industrial management and promoting modern agricultural construction.