Research On The Brand Marketing Of Heze Agricultural Products

In the current market environment,the competition in the agricultural products market is obvious,and there are tremendous changes.The traditional competition in price,quality and service of agricultural products has gradually turned into brand competition.At the same time,consumers choose products according to the brand,and the brand,to some extent,has become an important basis to guide consumers' cognition and purchase of a certain agricultural product brand.Therefore,in order to adapt to the accelerated development of economic globalization,seize the new opportunities of economic development,promote the Heze agricultural products brand from the downturn to the healthy development,so that Heze city from the agricultural city to the successful transition of agricultural products brand,it is necessary to vigorously develop agricultural products brand.Successful agricultural product brand can not only promote the development level of agricultural products,but also promote the economic benefits of each region.However,due to the relatively late start of the development of Heze agricultural products brand,the lack of effective experience in the brand marketing of agricultural products and the lack of publicity and other problems are frequent,resulting in Heze city agricultural products are not prominent,operating income is not ideal.Therefore,the implementation of effective brand marketing,on the one hand,is conducive to optimize the upgrading of agricultural industrial structure,promote the rapid development of agricultural industrialization,improve the economic benefits of agricultural farmers;On the one hand,it can attract consumers,cultivate their loyalty and improve their market share.On the other hand,it also helps to enhance the brand influence,improve the market competitiveness of enterprises and increase the profits of enterprises.To sum up,the implementation of agricultural product brand marketing action is imminent.In this paper,brand positioning,brand communication,brand value theory as the basic theoretical research,from the agricultural products,brand characteristics and role of the relevant overview analysis as a starting point,detailed exposition of Heze city on agricultural products brand marketing status and problems.At the same time,the research methods of literature collection,field investigation and case study were used to select "Jinxiang garlic",a relatively successful domestic agricultural product brand marketing case,as a reference object,from which valuable experience was obtained.Finally,combining with the specific analysis and the experience enlightenment of successful cases,the marketing countermeasures and Suggestions suitable for the development of Heze agricultural products brand are put forward.In order to expand the Heze city agricultural products brand,enhance the brand competitiveness,promote the city's economic development.