Analysis on the Competitiveness of Yanbian Rice Brand Based on the Perspective of the Supply Side Reform

The fundamental purpose of supply side reform is to improve the level of social productive forces. The social productivity level of agricultural products exists in the production link, and also is in a strong position in the market competition through a series of methods, aiming to acquire higher market prices and then to improve agricultural production factors; it is a key support to improve the agricultural productivity level. In this paper, by taking Jilin Yanbian rice industry as the analysis object, the environmental factor, enterprise basic factor, market capability factor, and brand management factor of Yanbian rice brand competitiveness were analyzed; and then it was concluded that Yanbian rice brand competitiveness had the problems such as insufficient technology and market innovation, low market survival competence, extensive management stage and very low brand competitiveness. On this basis, the paper proposes that Yanbian rice brand construction needs to develop toward resources integration and form certain scale and vertical integration and standardization, in order to generate a path for the local brand core competitiveness and finally realize the high benefits of agricultural products.