Research On The Communication Strategy Of Public Brands In The Jasmine Flower Region Of Hengzhou

With the improvement of urban and rural residents’ lives and supply side structural reforms,agricultural products have entered a new historical transformation period from pursuing yield to pursuing quality,from popular varieties to characteristic varieties,and from exporting products to exporting brands.The trend of quality and branding is becoming increasingly evident.In 2017,the No.1 central document of the Central Committee of the Communist Party of China first proposed〝promoting the construction of regional public brands of agricultural products ".In 2019,the Ministry of Agriculture and Rural Affairs further emphasized the requirements of promoting the construction of regional public brands of agricultural products,and proposed 〝vigorously promoting the construction of regional public brands of agricultural products,enterprise brands,and agricultural products brands with greening,quality,characteristics,and branding as the basic path".Guangxi Zhuang Autonomous Region is actively investing funds in the construction of agriculture,supporting the creation of one county,one product,and promoting the quality improvement of agricultural products through regional public brands,promoting regional economic development.Since the Jasmine Brand Strategy Press Conference held in Hengzhou City in 2019,which unified the brand logo and slogan,the Jasmine regional public brands in Hengzhou have developed rapidly.They have not only successfully been listed in the first batch of Chinese agricultural brand catalogs,won the title of〝World Jasmine Capital ",and been selected as the〝Model of Excellent Agricultural Brand Design".They have also been included in the first batch of mutual recognition product lists under the China Europe Geographical Indication Agreement.In 2021,the comprehensive brand value of Hengzhou jasmine(tea)reached 21.53 billion yuan.In 2022,〝Hengzhou jasmine " and〝Hengzhou jasmine tea" respectively ranked 19 th and 62 nd on the〝2022 China Brand Value Evaluation Information " regional brand(geographical indication)top 100 list.Studying the communication strategy of the regional public brand of Jasmine in Hengzhou can promote the quality and efficiency improvement of the Jasmine 〝1+9" industry in Hengzhou,provide ideas for the development of public brands in other agricultural product regions,and have a crucial significance in rural revitalization strategies.This article selects the〝Hengzhou Jasmine " brand as the research object of regional public brands,and uses literature analysis,in-depth interviews,questionnaire surveys,and on-site observation methods to combine theory and practice,and conduct brand communication strategy research from five major parts.The first part is to sort out authoritative literature from domestic and foreign academic circles to clarify the core concept of〝regional public brand for agricultural products",and determine the theoretical basis,which includes integrated brand communication theory and brand positioning theory.The second part elaborates on the construction and development of the public brand in the Jasmine region of Hengzhou from four perspectives: the development of the jasmine industry,the value of the jasmine brand,the achievements of jasmine brand construction,and the communication behavior of the jasmine brand.It provides a detailed analysis of the existing communication strategies,brand logo recognition system,brand products,and communication media of the jasmine regional public brand communication in Hengzhou.The third part is an empirical analysis of the current situation of public brand communication in the Jasmine Flower region of Hengzhou.Through in-depth interviews with the public brand communication entities in the Hengzhou Jasmine region,four government functional departments,two industry associations,and six enterprise representatives were selected for telephone or on-site interviews.Online questionnaires were used to investigate the audience’s awareness,loyalty,and brand contact behavior towards the Hengzhou Jasmine regional public brand,and to identify and explore the communication issues of the Hengzhou Jasmine regional public brand.The fourth part is to analyze and summarize the issues of public brand communication in the Jasmine Flower region of Hengzhou,namely,the brand strategic awareness still needs to be improved,the division of labor of the communication subject is vague,the role and role are imbalanced,the communication content is homogeneous,the communication means are single,and the communication channels are narrow.The fifth part proposes a public brand communication strategy for the Jasmine Flower region in Hengzhou based on the issues,which includes coordinating the overall brand communication strategy,upgrading the brand communication management mode,enriching the communication content,innovating the brand image logo,integrating the brand communication channels,increasing the audience’s contact points with the brand,and creating a well-known enterprise sub brand to support the regional main brand.