At present, the four big industries of Qixing farm are at the growth and development stage, and industrial organization structure is not yet ready for it. On the one hand, due to small-scaled emerging farm industry, they lacks effective support system of modern enterprise management in the production and operation aspects, therefore their comprehensive competitiveness is weak and can hardly gain a foothold in the fierce competition. On the other hand, because of lack of coordination between each industry development mechanism, professional cooperative organization, materialized and specialized new industrial organization,they still face higher management risk and low organizational efficiency.Currently, the agricultural product regional differentiation and division of labor pattern in our country are preliminarily shaped, forming distinctive agricultural brand images. Compared with other regions, the regional agricultural product brand image of Qixing farm is not yet outstanding, with not many main featured famous brand-products, and its influence is really limited. This being the case, blueberry grow pot the farm needs make definite the industry orientation, strengthen the consciousness of brand development and make effort to create distinctive regional brand of agricultural products.
Through decades of development, Qixing farm has become one of the most influential farms in provincial agricultural reclamation system of Heilongjiang. By taking brand development strategy, Qixing farm hopes to set up its own brand stores, build “Qixing” brand, and form a certain influence across the country. But currently, the farms implement a relatively extensive overall development strategy,and its strategic implementation steps are not clear. The key solution is finding a way of decomposing existing strategic target scientifically to covert the original extensive development strategy into intensive development strategy and consequently complete the strategic development goal of the farm step by step. In order to change the simple planting “single pole” of economic mode and adjust the industrial structure, the leaders of Qixing farm put forward the creative project of “four major brands”, making every effort to realize the change of economic growth pattern. But when considering the current development situation of the four big industries, the overall bargaining power and influence in other industries have not yet arrive at an expected degree, this is due to lack of overall planning of industrial development, farm industries struggling alone, failing to form a cooperative producing mode, and the core competitiveness of industry not outstanding.
In short, the key problem the farm is facing now lies in how to establish an overall planning of farm industry development, making the whole industry developing in a coordinated way, and then improve product competitiveness. From the perspective of the development situation of domestic and foreign large-scaled agricultural enterprises, the majority of agricultural enterprises have a variety of products and develop their product lines in a profound way. Among the present products of Qixing, rice, ecological pigs and green fruits and vegetables and other products are all at beginning stage, products have not yet well extended,and this leads to weak competitiveness,hydroponic bucket low added value, not strong enough bargaining power, As a result, both the selling channels and cooperative brand force mode are wanting. What is more is that most of Qixing’s business don’t have a mutual and general image of their products as well as common products selling channels, resulting in a relatively high product channel cost.The challenge in this respect lies in how to enlarge industrial scale and strengthen brand influence by giving full play to the resource advantage of the farm,further processing agricultural products, developing new products and effectively extending the industry chain.
The Brand of a certain product is the basic channel for consumers to get to know the product, and it is the way the channel opens that tells consumers the value of the product. At present, the four major industries of Qixing are in an independent operating state, producing and selling in their own way without establishing a perfect and unified brand system, leading to severely restrict influence of each brand. In this area, the key obstacle the farm need to get over lies in how to establish an effective and unified product system integration, and implement unified management and publicity of the product brand so as to strength the product influence. Qixing has not yet formed a clear chain operation orientation and feasible chain business development mode. As for chain business, the most important is to enhance the overall brand and capacity through scaled operation. At present, Qixing has not yet formed a clear chain business positioning or explored a suitable business model from a variety of franchising chain for itself, not developed its own service and management system, thus has no way to guarantee the effectiveness and sustainability of management.