Research On The Problems And Countermeasures Of Guangxi "Baise Mango" Brand Building

Enhancing agricultural brand is an important measure to improve the influence and competitiveness of agriculture.As a big agricultural province in China,how to improve the brand of agricultural products,enhance the influence and competitiveness of agriculture is an important subject Guangxi agriculture is facing.In recent years,the implementation of agricultural brand strategy in Guangxi has achieved the remarkable results."Guangxi" brand of agricultural products has become famous all over the world.Particularly,the brand of featured agricultural products has gradually been built into the one recognized by consumers by virtue of its own resource advantages and uniqueness.As a typical representative of Guangxi characteristic agricultural products,"Baise Mango" brand building has initially achieved the remarkable results.However,there are still some problems in the process of brand building,and how to improve its brand building has become the main problem at present.Based on the related theories of brand,this paper mainly studies the current situation of "Baise Mango" brand in Guangxi,analyzes the problems and causes in the brand building of "Baise Mango",and put forward some countermeasures and suggestions according to its results of analysis.The countermeasures and suggestions are mainly put forward from the aspects of brand positioning,quality management,brand image management,brand culture shaping,brand communication strategy,brand environment optimization,etc. which intuitively and concretely show the concrete measures for of"Baise Mango" brand building.This paper mainly adopts the methods of literature research,case analysis and questionnaire survey to discuss the related concepts and theories of agricultural products brand,analyzes and researches its brand building in detail by means of questionnaire and data search.This paper is one of a few researches and analyses on the brand building of"Baise Mango" in Guangxi,which is of practical significance to promote its brand building.