Brand Image Design Of "Dangshan Crispy Pear" Under The Background Of Rural Revitalization

Against the backdrop of comprehensively promoting rural revitalization strategy,promoting high-quality development of agriculture is an inevitable trend at present.The implementation of rural revitalization strategy requires agriculture as an important support,achieving high-quality development of agriculture and promoting rural economic prosperity is an important direction and key to rural development.The construction of regional agricultural product brands is conducive to breaking the production mode of "scattered and scattered" and "low-end and extensive" agricultural products in poverty-stricken areas,improving the added value and competitiveness of agricultural products,promoting the upgrading and optimization of agricultural industries,and has significant significance for promoting rural economic growth and achieving rural revitalization.This article conducts research on the regional agricultural product brand Dangshan Crispy Pear,aiming to explore suitable solutions that are conducive to the construction of regional agricultural product brands.Dangshan is located in Suzhou City,Anhui Province,China,and is an ancient town with a long history.Due to its unique geographical environment and climatic conditions,Dangshan has abundant pear resources,especially the famous Dangshan pear.According to historical records,the cultivation history of Dangshan pear can be traced back to two thousand years ago.It is one of the important pear varieties in China and also the top three famous pears in China.After long-term development and practice,Dangshan pear has formed relatively stable characteristics and techniques in planting,picking,and storage,making it one of China’s excellent fruits with a long history and rich cultural connotations.However,in the current brand construction,its brand value and characteristics have not been fully reflected,invisibly weakening the brand’s competitiveness.Dangshan pear,as a regional characteristic agricultural product,cannot maintain the long-term development of the brand solely by relying on small profits and high sales.It is necessary to pay attention to the cultural connotation and added value of the brand,enhance the brand’s influence and market recognition through brand interpretation,and thereby enhance the brand’s competitiveness and market share,in order to achieve long-term development of Dangshan pear brand in the market.In this study,the author obtained valuable experience beneficial to the construction of regional agricultural product brands in China through in-depth analysis and research on the development strategies and brand image status of excellent agricultural product brands at home and abroad,and applied it to the research of Dangshan crisp pear brand image design.Through questionnaire survey and market research,the development status of Dangshan pear industry and the market of pear brands were analyzed.In addition,we conducted a field visit to Dangshan County,closely communicated with local fruit farmers,excavated the brand stories and cultural values of Dangshan pear,and proposed relevant development strategies for these elements to further improve the construction of the brand image of Dangshan pear.In the research,the brand will be positioned to ensure that the shaping of the brand image is more accurate and targeted.And the elements of brand image design will be extracted from the materials collected in the Field research to design the brand image.In the era of rapid consumption,the fragrance of wine is also afraid of deep alleys.Building a successful brand cannot be separated from brand promotion.The design and promotion of Dangshan Suoli brand image can rely on local cultural and tourism resources,and achieve the maximization of brand communication effect through multi-dimensional online and offline promotion methods from multiple perspectives.In the new situation of rural revitalization,this research practice hopes to explore a design scheme that is more suitable for the local market of Dangshan County and reflects the local characteristics.By means of design,it helps the brand to integrate and upgrade,so that it can better adapt to the needs and changes of the market,so as to promote the economic development of Dangshan County and help the rural revitalization.