Research On Brand Image Promotion Of Forestry Agricultural Products

With the development of Chinese economy,the improvement of people's living standard and the enhancement of brand consciousness,people's consumption concept is changing constantly,people used to pursue inexpensive high-quality products,now with the deepening of ecology and organic concept,consumer demand for branded agricultural products is growing stronger,more and more consumers are pursuing high-quality products.The market space of brand forestry and agricultural products has gradually expanded and the construction of Chinese brand agriculture has ushered in the golden age.The economic crops in forestry occupy a large proportion of the agricultural products in China.Each region has its own endemic fruit species such as Fenghua peaches,Zhuji Torreya grandis,Lin'an hickory,etc.,which have certain reputation in the regions and even the whole country.However,its brand image can be described in two words,“miscellaneous” and “chaotic”,lacking the guidance of the formal system.How to shape the brand image of forestry agricultural products,how to enhance brand awareness,how to make the masses of consumers agree with the forestry agricultural products become an problem which company need to face and deal urgent,which involves the promotion of brand image,high quality forestry agricultural products have excellent brand image promotion,and then establish a good brand image and reputation in the minds of consumers.Not only enhance the sales performance of products,but also enhance the brand value of the products.On the basis of this,we perform the research,specifically from the forestry economy crops brand image promotion in-depth,and to Lin'an local characteristic forestry economy crops – “hickory” as the main object of study,visited Hangzhou,Lin'an,Changhua,Shanghai,Qiandao Lake five places,carried out the investigation of Lin'an hickory brand image development situation,the paper makes a deep investigation on the 17 business of Lin'an hickory brand image,mainly related to the Mountain sister,New donglin,The source of Lin brand,the author mainly adopt deep market,inquiry,desk research method,analysis of the current status of the brand image of Lin'an,put forward the existence of Lin'an hickory brand in the promotion of the existence of “brand packaging miscellaneous,chaotic,non-binding,brand packaging promotion,promotion is not enough,there is no special packaging,not prominent” and other issues.Through the study,from the aspects of forestry agricultural enterprises,the external environment(government,industry,etc.)and technology,put forward six measures to promote the brand image of agro-hickory: promote the regional brand image of agro-products,choose the brand strategy mode,integrating emotional experience,play a “silent sales man” role,build a cultural mechanism,using new media marketing.To provide theoretical basis and practical reference for the promotion of brand image of Lin'an hickory,followed by brand communication and brand development,and thus expand the brand awareness of Lin'an hickory.