Abstract: In recent years, the cultivation mode, brand building and extension of industrial chain in yam industry in Fujian Province have developed rapidly, and gradually formed local and regional characteristic industries. However, there are still some problems, such as insufficient investment of technology and scientific research, insufficient ability of deep processing, weak capacity of brand establishment and sales. In view of the existing shortcomings, the developing countermeasures were put forward, such as increasing investment in scientific research, promoting standardized production; improving organizational level, promoting regional development; cultivating leading enterprises, extending the industrial chain; aggrandizing propaganda and implementing brand strategy.