Research On Brand Construction Strategy Of BL Agricultural Products

Brand agriculture is an important starting point for rural economic work,agricultural industrialization and agricultural modernization.Brand management is the necessary means for the survival and development of agricultural enterprises in response to market competition and the ultimate goal.It is also an important driving force for building beautiful villages.Brands can make the industry extend in a positive way,and brands can make products have a premium and increase product added value.The research on brand building strategy is of great significance.BL Agriculture company is a modern agricultural enterprise that combines agricultural production and tourism with a diversified group.It is located in Rong'an,Liuzhou,Guangxi,and is an important production area of the national geographical indication product-Rongan Kumquat.It has an eco-industrial park integrating agricultural production,animal husbandry development and sightseeing.Its geographical environment is superior,its ecological environment is first-class,and the quality of agricultural products produced is excellent.Now we want to make full use of the abundant natural environment resources,integrate the industrial resources of the diversified group,and create an experiential agricultural product brand belonging to BL agriculture,which provides a realistic reference for Guangxi agricultural product brand building.This paper analyzes the agricultural product brand construction case of BL agriculture,and under the guidance of brand building theory,explores and innovates the growth path of BL agricultural agricultural product brand.First of all,through the review of the research and research status of brand building theory tools at home and abroad,the paper sorts out the ideas and technical routes of its own brand building,and points out that brand building must firstly analyze and integrate internal and external resources to propose the development goals of the brand.Establish a clear brandpositioning,and build a brand concept system for externalization and interpretation.Secondly,the paper believes that finding the correct brand positioning is the focus of BL agricultural agricultural product brand building.It is the main direction of brand building to develop the optimal resource allocation plan and brand marketing communication strategy.Based on this,BL agriculture starts from the two aspects of agricultural product economy and cultural tourism economy,completes the construction of brand culture connotation from brand positioning and brand concept system,and through the design of IP personality image with brand personality,and supporting brand marketing communication,complete and Consumer communication and interaction.Completing the brand building of BL agriculture is not only a realistic issue to improve the competitiveness of BL brand,but also an important way to make the group of BL agriculture form a stable development pattern of multi-industry,with a view to making reference cases for Guangxi agricultural product brand building.