A Study On The Brand Communication Strategy Of The Provincial Regional Public Brand "Superior Agri-Products From GUANGXI"

Currently,the development of agricultural brands is closely related to the "three rural issues" of rural revitalization.Agricultural branding can not only promote high-quality development of agriculture,increase the integration of primary,secondary,and tertiary industries,but also increase farmers’ income to a greater extent.As an innovative practice of the value transformation of the "Two Mountains Theory",regional public brands have been proposed since 2017.Their development concept has been valued by governments and enterprises in various regions,and they have begun to explore different development paths based on local unique agricultural resources.Different from regional public brands of other agricultural product categories,the difficulty of brand shaping and construction of global public brands has greatly increased.In 2018,Guangxi officially launched the regional public brand "Superior Agri-Products from GUANGXI".The brand is currently transitioning to a development period,and has encountered problems such as lower than expected brand awareness,limited brand development to the South China region,insufficient innovation in brand communication content,and a slightly single communication channel.In view of this,this article will use theories such as branding,advertising,and communication,as well as questionnaire survey methods,to analyze and explore the brand communication of "Superior Agri-Products from GUANGXI".The introduction section introduces the research background,purpose,significance,literature review,research objects and methods,content,and innovations of this article,and provides a basic explanation of the entire research,laying the foundation for the analysis and argumentation in the following text.The first chapter elaborates on the concepts used in this article and introduces relevant theoretical tools.Chapter 2introduces the development context of agricultural brands in "Superior Agri-Products from GUANGXI",focusing on and sorting out the development context of agricultural brands in Guangxi.From the initial stage to the exploration stage,and then introduce the current development period of agricultural brands in Guangxi,namely the regional public brand model led by "Superior Agri-Products from GUANGXI".Chapter 3 introduces the brand communication characteristics of "Superior Agri-Products from GUANGXI".Firstly,it is the positioning logic and connotation of the "Superior Agri-Products from GUANGXI" brand itself,secondly,the characteristics highlighted in brand image dissemination,and the situation of various channels of brand dissemination.Chapter 4 conducts a questionnaire survey on the effectiveness of the "Superior Agri-Products from GUANGXI" brand communication,and explores the issue of brand communication based on the actual situation.Chapter 5 proposes relevant strategies for the development of the "Superior Agri-Products from GUANGXI" brand communication based on the brand’s own problems.This article is an exploration of the provincial-level construction of regional public brands in China.The sorting out of the dissemination of the "Superior Agri-Products from GUANGXI" brand is beneficial for brands to better clarify their own advantages and highlight their own characteristics.At the same time,it is difficult to create regional public brands at the provincial level.This article analyzes the content and channel focus of brand communication,which can contribute to the construction of regional public brands in other provinces in China,especially in the four major autonomous regions.