Research On Agricultural Product Brand Marketing Strategy Under The Background Of Internet

With the popularization of the Internet and the continuous growth of the number of Internet users,the e-commerce development of agricultural products has experienced the era of "dividend".The Internet can not only make agricultural products go further,but also accelerate the branding of agricultural products.In this context,the market has put forward higher requirements for agricultural products in the Internet marketing,that is,branding.Different from agricultural products,fast pin products and industrial products have already used the Internet to conduct brand marketing in a very mature way,and there have been many successful cases,many application modes to follow,and many marketing channels to be used in a mature way.However,in the link of agricultural products,such brand marketing with the help of the Internet is still very weak,from cultivating the brand marketing awareness of fruit farmers or fresh enterprises to exploring good operation methods.We will find that the fresh agriculture products sold in first-tier and second-tier cities is much more expensive than the same kind of produce sold by street vendors,and it has even increased several times.However,people still flock to the fresh products.The premium part of the produce is the premium offered by fresh produce,and people are willing to pay for it because of the recognition of its value.Hema here is actually a comprehensive brand,and what people recognize in the consumption process is the value brought by this brand.Agricultural products are not industrial products,as long as there are machine tools and abrasive tools can produce standardized products,it needs a natural process of growth,so it is difficult to achieve the standardization of final products,and agricultural products are easily affected by the change of the natural environment,unable to ensure the continuous and stable supply of products.Coupled with transportation and other problems,agricultural products in the establishment of a standard brand image has greater difficulties.This paper adopts the method of literature research and case analysis,taking Zhoushan Wandao waxberry as an example,combined with SWOT analysis,and combined with the application differences of different channels in Internet marketing,to explore the effective methods of agricultural products in the process of brand building and brand communication,as well as the marketing mode of agricultural products brands on the Internet.It provides the communication strategy reference for agricultural product brand marketing under the background of Internet.