Based On The Precise Marketing Of Xinjiang Southern Xinjiang Fruit Brand Communication System

As one of the six big fruit production belt, xinjiang is China’s "melon and fruit of the township"reputation, unique climate types, ecological and environmental diversity, fruit industry developmentcharacteristics unique light, heat, water, soil and other natural conditions, products of fruit varietiesresource advantage and production advantage. Currently, xinjiang has been built in nanjiang’s tarim basinred jujube, walnut, apricot, fruit grain of fragrant pear, apple and so on characteristics, horticulture hasbecome a nanjiang rural economic development, increasing farmers’ income to get rich is one of the pillarindustries, but the lack of academic in nanjiang fruit brand spread of in-depth study.Some scholars of xinjiang fruit marketing strategy from the macroscopic aspects are discussed in thispaper, but few scholars from the perspective of precision marketing study of nanjiang fruit brandcommunication system. Based on this, the author use precision marketing and brand communication theoryrelated to improving the nanjiang fruit brand communication system.First of all, literature analysis method untangle precision marketing and the development of the theory ofbrand communication, analyzes the precision marketing theory and the theory of brand communication,characteristics, precise marketing theory has accurate product positioning, choice of consumers and precisecharacteristics such as the choice of the brand communication means, brand communication theory are thetargeted audience, the systemic operation and the information of polymerized etc, have certain common toboth.Second, the PEST analysis and interview survey method is adopted in nanjiang fruit brand disseminationsystem of macro environment, present situation and influence the spread of nanjiang fruit brand systemeffective operation of the key factors are studied, research shows that nanjiang fruit brand communicationsystem has a good macro environment, but there are also means a single brand communication, brandspreading audience fuzzy, product positioning is not accurate, and the problem of lack of interactivecommunication with consumers in the factors affecting the operation of nanjiang fruit brandcommunication system effectively, brand media factors, product factors, consumer factors and regionalfactors play a key role.Third, through to the nanjiang fruit brand of brand positioning, brand recognition, brand-consumercommunication system and the further research of the brand communication management system, from theperspective of precision marketing, improve the nanjiang fruit brand communication system.Finally, based on the above study, this paper puts forward the following Suggestions: accurate brandpositioning; Improve the brand recognition system; Brand communication management is centralized inorder to promote the nanjiang fruit brand communication system run efficiently. Hope at the same timecauses the government, industry association and the spread of the fruit of fruit brand value, enhance thefruit of the concept of brand communication, thereby promoting the development of modern agriculture,the prosperity of the rural economy in xinjiang..