Study On Guangxi Fruit Brand Communication Under Rural Revitalization Strategy

To revitalize the nation,rural areas must be revitalized.Implementing the strategy of rural revitalization is a major decision and deployment made at the 19 th National Congress of the CPC.After the comprehensive victory in poverty alleviation,the focus of work related to agriculture,rural areas and farmers has shifted to comprehensively promoting rural revitalization.Guangxi Zhuang Autonomous Region has always followed the guidance of the CPC Central Committee.As one of the less developed regions,to build a magnificent Guangxi,it is necessary to comprehensively promote rural revitalization.To comprehensively revitalize rural areas,industrial prosperity is the foundation.As a large agricultural province,Guangxi Zhuang Autonomous Region is rich in agricultural resources,especially fruit resources.Due to the influence of geographical factors,Guangxi is rich in tropical and subtropical fruits,and the fruit output ranks among the top in China.Therefore,developing fruit industry is an important step for Guangxi to consolidate the achievements of poverty alleviation and revitalize rural areas.However,as the fruit industry has been unlicensed for a long time and sold at low prices or even unsalable,the advantage of fruit resources has not brought income growth for farmers,and the per capita disposable income of rural residents in Guangxi has been lower than that of rural residents in China for a long time.With the implementation of the strategy of strengthening agriculture with brand in 2018,the Guangxi government adheres to the principle of developing agriculture with quality and brand,and is committed to making Guangxi agricultural brand bigger and stronger.The development of fruit brand as an important part of the development of agricultural brand.In recent years,with the promotion of policies,Guangxi has made some progress in the construction of fruit brands,but there are still some problems.In order to adapt to the background of rural revitalization and enhance the competitiveness,influence and communication power of guangxi fruit brands,it is particularly important to strengthen guangxi agricultural brand system.In this paper,from the perspective of brand communication,combined with the relevant theories of brand communication,literature review,investigation and case analysis,the status quo and existing problems of fruit brand communication in Guangxi are studied.Through sorting out the interview results of three representative agricultural enterprises in Guangxi,this paper analyzes the practices of fruit enterprises in the construction and communication of fruit brands in Guangxi,and analyzes the public’s concept,information acceptance habit and brand recognition of fruit brands through sorting out the questionnaire survey results.Find guangxi fruit brand dissemination of the main problems are: brand,less well-known brands,fewer large leading enterprises backward,publicity,promotion and dissemination of simple content is single,not enough features,and analyses the main reasons for the problems are: the particularity of the fruit category,brand awareness is not strong and lack of manpower,money,technology.Combined with the experience of successful fruit brand cases,aiming at the reasons and the requirements of rural revitalization strategy,the corresponding solutions are put forward: continuously improving fruit quality,increasing government support and enterprises to enhance brand awareness,so as to improve the popularity and competitiveness of fruit brands in Guangxi.This paper is to study the brand communication of fruit industry in agriculture,which can provide reference and suggestions for guangxi to better implement the strategy of brand agriculture,promote the development of guangxi characteristic agricultural economy and help rural revitalization.