Shanxian Apple Brand Building Strategy Design

In China, the brand building of agriculture products is the needs of customer identify and the way of increasing farmers’income and the way of the development of the agriculture. There are so many famous regional brands of apple, such as Yantai Apple, Qixia Apple, Luochuan Apple, and Lingbao Apple and so on. Shanxian Apple has good appearance and much nutrition. However, shanxian Apple hasn’t been the regional brand, and the visibility of it should be improved.Shanxian Apple is very competitive in the market and1/4agriculture growth is from the Apple industry. The shanxian local government pay more attention to the growth of Apple industry, which is also the industry of agriculture developing、farmers’ income increasing and rural revitalization. The "Er Xian Po" Apple is very popular in the EU、USA、Southeast Asia、HK and Macao’s markets.In recent years, shanxian Apple comes into the eyes of the public. As a existed brand, Er Xian Po’s brand-building did a very good job in the following aspects:the full implementation of standardized production strategy; brand maintenance; actively carry out the brand extension——agricultural tourism. In general, Shanxian Apple brand-building has some features like:the good high-end market promotion experience; Characteristic; brand is single, and the brand awareness of farmers is very weak; pay much attention to sales but pays little attention to brand-building. Still existing problems are:the local government attaches great importance to apple production, but to the brand-building seriously insufficient; part of fruit producers’awareness are not strong;standardization system is not sound; high-tech extension lags;the drives ability of bibcock enterprise are very weak; communication channels are not wide.We learned from foreign and domestic’s experience and we benefit from that a lot: promotion aspects——media advertising+product promotion; products——quality-first+characteristic; brand maintenance——legal+system+mechanism; channel network——export+referral+exhibition+monopoly+electronic commerce; backstage support——government+association+cooperation+bibcock enterprise+farmer.This article plans to Shanxian Apple brand construction around the " letter of the United States Apple " brand name, through the external environment and the competition environment analysis of the model, the Shanxian Apple brand building in the planning, plans to use " health, excellent products and trust " of the brand positioning, brand building of Shanxian apple, brand marketing and brand the three part of the design of communication. Create brand includes brand positioning, brand decision, brand name and CIS design; brand marketing include product strategy, price strategy and channel strategy; brand communication includes advertising strategy, public relations strategy and integrated marketing communication strategy of IMC. Finally, using the analytic hierarchy process, the brand construction of each strategy undertakes quantitative analysis, to get the weight of each index coefficient, high efficiency for brand construction provides mathematical basis.