Abstract:

By analyzing the current situation of brand building of selenium-rich agricultural products in Guangxi, the authors summarize the problems existing in the process of brand building, including: the number of brands is large and scattered, the brand positioning of enterprises is vague, the brand awareness is weak, the industrial chain is single, and the sales channels are not diversified, etc. In view of these problems, this study puts forward practical development countermeasures, such as building regional ‘gold products’, establishing brand awareness, and set up multiple financing channels, so as to promote the brand development of selenium-rich agricultural products in Guangxi, and enhance the competitiveness of selenium-rich agricultural products and their industries in Guangxi. Speeding up the brand strategy of selenium-rich agricultural products in Guangxi is conducive to the development of regional agricultural economy, it is not only an important measure to strengthen the competitiveness of agricultural products, but also a guarantee to enhance the reputation and quality of products.

Key words: Selenium-enriched Agricultural Products, Brand, Competitiveness, Countermeasure