Abstract: Based on the specific environment of agri-product and the perspective of basic-level technicians, using grounded theory method, this paper summarizes the market-oriented and policy-oriented of agricultural technician，and promotions formed under different types of orientation; Explores the key factors influencing the relationship between promotion-oriented and brand behavior, builds the mechanism model of agri-product promotion-oriented and farmers’ brand behavior. This study provides certain theory and research framework to explore the product promotion-oriented of agricultural technicians, and concludes the relationship between promotion-oriented and brand behavior, provides guidance for cultivating and promoting agricultural materials brand.