Research On Jilin Agricultural Products Branding Under Rural Revitalization Strategy

The year 2021 is the beginning of the 14 th Five-Year Plan.After improving the situation of rural poverty,the country has entered the consolidation stage of poverty alleviation.In the same year,the Ministry of Agriculture and Rural Affairs proposed the construction of "three products and one standard",which also became an important part of the rural revitalization strategy.Rural revitalization mainly depends on industrial revitalization,and the brand construction of agricultural products is the key point of industrial revitalization.In order to better solve the problems of "agriculture,rural areas and farmers" and realize real industrial prosperity,it is necessary to take the brand development of agricultural products as the first task.As a big agricultural province with a long history of farming,Jilin Province should also keep up with the policies of The Times and pay attention to the brand construction of agricultural products in Jilin Province.In this paper,according to the current situation of agricultural product branding development in Jilin Province,and referring to the existing excellent agricultural product brand cases,the construction path suitable for the future development of Jilin Province is put forward,which has certain practical significance.This paper has five parts.The first part introduces the research background,purpose and significance,and carries out literature review and research on rural revitalization,agricultural product branding,agricultural product brand communication,agricultural product brand in Jilin Province,and brand narrative.The second part introduces the connotation of rural revitalization strategy,defines the concept of agricultural product branding,and analyzes the value and function of agricultural product branding and the promoting role of rural revitalization strategy to agricultural product branding in Jilin Province.The third part uses case analysis to analyze the classic cases of domestic and foreign agricultural product branding construction and summarizes five typical ways to promote branding.The fourth part uses the comparative analysis method to compare the number of agricultural product geographical indication applications and the change trend in Jilin Province,Heilongjiang Province and Henan Province,and finds that there are some problems in Jilin Province,such as the lack of agricultural product brand geographical indication application,incomplete brand catalog construction and imperfect brand development system.Using the content analysis method based on theory of brand narrative trill platform popular video content analysis,found that jilin province high-profile brand of agricultural products released video content does not express the connotation of the brand,and concluded the current jilin province branding construction there exists a weak consciousness of brand,brand value is low,lack of brand narrative and using the conclusions of the low level of publicity channels.Fifth part first summarizes the general construction of agricultural products brand path,combined with actual development situation for jilin province of jilin province agricultural products brand of the construction of the three path,the path respectively,to strengthen government guide for brand building,leading enterprises brand optimization of industrial structure and the construction of enterprise innovation,brand strategy,This paper provides reference for the further development of agricultural product brand construction in Jilin Province.In combination with the era of all media,the innovation of this paper is to study the branding of agricultural products in Jilin Province from the perspective of communication,which is different from papers that take agricultural products themselves as the research starting point.To explore the development of brand is an important direction of the brand construction of agricultural products in Jilin Province.Only in the context of economic globalization,can we establish our own brand to cope with the fierce competition in the domestic and foreign markets and obtain continuous profits in the future development.