Research On Tactics Of Dairy Products Brand Communication In Rural Areas

The activities of brand communication play an important role in the fast development of dairy industry, currently a trend shows that in rural market consumers pay more attention to the brand. So it is a significant matter that carry through brand communication activities in rural area to enlarge the brand market share and establish brand predominance. The paper discussed actuality and problems of dairy products brand communication in China. It is found that the brand communication activities mostly focus on large cities, a few activities held in rural market,some well known brands broadcast their brand information through the national media which covers rural market, and for some regional brand, their brand influence covers part of rural market too. And also found some existent problems in rural dairy brand communication, including some the dairy enterprises have no brand communication activities in rural market; the investment for brand communication is not enough, content of brand communication inclined to urban consumers; the activities could not attract rural consumers; inappropriate adoption of media and no corresponding products and place solution applied.In the purpose of giving a solution the problems of rural brand communication, the paper analyzed the environment of rural brand communication, discussed the actuality of rural brand communication environment through three aspects: object character, the relation of object and media, and rural interpersonal communication, advantaged and disadvantaged impact are discussed too. Based on the above analyse, the tactics suggestion is given for dairy enterprises to develop brand communication activities in rural area, the detail explanation are given on methods market research, orientation of brand and product, content design of brand communication, media select and media combination, a flow chat and outline of rural brand communication is given at the end of this paper.