Research On Brand Promotion Strategy Of Heyin Pomegranate

Focusing on the cultivation of regional characteristic agricultural product brands,strengthening the protection of geographical indication agricultural product brands,and building and promoting characteristic agricultural product brands are the needs of the development of the times and the implementation of the strategy of brand rejuvenation of agriculture.Today,with the continuous development of social economy,the benefit effect of commodity branding is obvious to all.If agricultural products want to adapt to the policy and economic situation and break through the predicament of the original sales mode,it is necessary to pay attention to brand promotion,find the right position and learn from each other.As a geographical indication agricultural product in Xingyang City,the brand construction of Heyin pomegranate has made some achievements,but it is still in the development stage,and the brand effect has not yet met the needs of brand strong agriculture.The research on the brand promotion of Heyin pomegranate will help to solve the problems encountered in the development of Heyin pomegranate brand,so as to expand the brand awareness of Heyin pomegranate,improve the brand competitiveness of Heyin pomegranate,and increase the local economic benefits.This paper first discusses the research background,research purpose and significance,through reading the relevant domestic and foreign literature such as brand of agricultural products,brand promotion,etc.,to find out the references and shortcomings of previous studies,so as to formulate the research ideas,research contents,research methods and possible innovation points of this paper.Secondly,taking Heyin pomegranate brand as the research object,based on USP theory,brand image theory,brand positioning theory and competitive advantage theory,this paper summarizes the current situation of Heyin pomegranate brand development.And from the natural environment,industrial foundation,main functions and market environment of the brand development of Heyin pomegranate,this paper analyzes the environment of the brand development of Heyin pomegranate,and summarizes the problems and causes encountered in the brand promotion of Heyin pomegranate.Finally,taking xinqishi citrus of the United States,jiapeiqiguo of New Zealand,Xinzheng jujube of Henan Province and Yantai apple of Shandong Province as examples,this paper discusses the successful experience and Enlightenment of brand construction,and summarizes the strategies of brand promotion of Heyin pomegranate based on the actual situation of the brand development of Heyin pomegranate in Xingyang city.