Research On The Brand Image Construction Of Agricultural Products Under The Background Of Rural Vitalization

The strategy of rural vitalization was proposed in the report of the 19 th National Congress of the Communist Party of China.,The political keywords to carry out the rural work are rural vitalization,beautiful village" and the conviction that lucid waters and lush mountains are invaluable assets.In 2018,the China Agricultural Product Brand Development Research released by the Ministry of Agriculture put forward that accelerating agricultural brands construction is an important measure to promote the development of modern agricultural.Taking the agricultural products of spiced industry in Jiangyong County as an example,this paper will realize that brand image plays a vital tole in the construction and development of agricultural product and even in the the strategy of rural vitalization after full investigation and analysis of the current situation of Jiangyong agricultural product brand and brand image construction,and will also recognize the key role of regional culture and regional characteristics in brand image construction.Aiming at the problems of lack of leadership brand and brand protection awareness,brand image missing,cluttered products packaging,and lack of systematicness in brand promotion and marketing in Jiangyong County,Hunan Province,this paper will raise that the County should build the leading brand in spiced industry.And in the course of brand building,it should establish its own brand,strengthen brand image,optimize product packaging and innovate the marketing strategy of agricultural products in accordance with regional culture,regional advantages,brand culture and product brand in spiced industry in Jiangyong County so as to enhance its brand image and market competitiveness.The existing problems of spiced industry brand construction in Jiangyong County can be solved through the design of leadership brand in spiced industry.A theoretical basis and practical reference will be provided in the building of the leading brand which has competitive advantage in market.This paper will be of great significance in the thorough implementation of the strategy of rural vitalization in Jiangyong County and in the sustained prosperity of the industry.Finally,agriculture is strengthened by the brand.