Research On The Factors Influencing The Brand Equity Of Characteristic Agriculture In Yunnan Plateau From The Perspective Of New Media

Along with the vigorous development of the mobile Internet,new media to the fifth media(is after newspapers,radio,television,the Internet new media)come into the mind of the public,compared with the traditional media,new media itself has spread widely,quick speed,form the advantages of the rich,interactive features,the concrete manifestation is: WeChat,weibo and other social APP,trill,quickly,the little red book,a short video APP.Nowadays,the development of new media is not only limited to the mutual integration of media,but also focuses on the close connection between network development and the overall development of the country on the basis of "Internet +".New media has become an important driving force for the development of political,economic,cultural and ecological civilization.Among them,the most significant point is that new media is rapidly developing to promote consumers to change their shopping habits from online shopping to mobile shopping,which makes it difficult for traditional brand building methods to meet consumers' needs.Therefore,it is particularly important to build a strong brand on new media platform.Due to its unique natural production conditions,yunnan plateau characteristic agricultural brands are favored by consumers at home and abroad.However,on the whole,the brand construction is not strong enough and there are few strong brands,which is not conducive to the accumulation of brand equity of yunnan plateau characteristic agricultural brands in the long run.In order to solve this problem,however,new media is a powerful platform advantage undoubtedly the establishment of the characteristic agriculture in yunnan plateau brand equity gives more extensive connotation and marketing ideas,because based on new media platform to shape brand plateau of yunnan characteristic agriculture,to promote the sustainable development of yunnan characteristic agriculture,improve brand assets,power ofyunnan characteristic agriculture in yunnan plateau poverty crucial business research has important practice significance.So this paper carried out based on the perspective of new media in yunnan plateau characteristic agricultural factors affecting brand equity research,on the basis of reviewing related literature,the content,value creating of marketing and brand image as exogenous variables,by confirmatory factor analysis method and the mediation effect test examined the effects of these three variables on brand equity,results show that the theoretical model of adaptation degree index conforms to the requirements,and the brand image in the content marketing impact on brand equity plays a part in the process of mediation,the brand image in the process of value creating impact on brand equity plays an intermediary role completely.Based on the research conclusion,this paper believes that the brand equity construction of yunnan plateau characteristic agriculture based on the perspective of new media can be carried out from the following aspects.Firstly,in terms of content marketing,we should deeply explore the deep and multi-angle information content of "cloud product" and innovate the entertainment content with strong interest and high relevance of "cloud product",and make use of the most popular new forms such as live broadcast and short video.Second,in the aspect of value co-creation,it is necessary to strengthen the emotional connection and knowledge reserve construction of customers about "yunpin",so as to stimulate higher degree of customer participation and spontaneous value co-creation.Third,in terms of brand image,we should make use of the beautiful regional image of yunnan province to build a high-quality product image of "yunpin" and pay attention to create a rich meeting point between "yunpin" and user image.