Research On Integrated Marketing Communication Of Regional Public Brands Of Agricultural Products From The Perspective Of Value Chai

Promoting agriculture through quality and strengthening agriculture through brands.The cultivation of regional public brands for agricultural products in China is an important way to promote the high-quality development of rural industries.Today,China has completed the quantity target of regional public brand construction for agricultural products proposed in the "National Strategic Plan for Promoting Agriculture by Quality(2018-2022)",and many brands have entered the stage of communication,promotion,and market competition after passing the development period.The regional public brand of agricultural products built based on the agglomeration effect of regional characteristic industries,whose marketing and communication activities are jointly participated by multiple entities,has the gene of integrating and coordinating brand resources.In the new stage of development,promoting high-quality development of regional characteristic industries through the power of public brands requires the implementation of a sustainable value creation and promotion mechanism in the brand marketing process.This study is based on the value chain theory perspective,focusing on the value chain optimization strategy in the process of agricultural product regional brand integrated marketing communication.Firstly,it clarifies the collaborative relationship between different entities on the supply side and the demand side in the regional public brand marketing activities for agricultural products,and constructs a value chain analysis model suitable for the regional public brand of agricultural products by identifying and separating value drivers such as products,industry,and market environment;Secondly,using the structural analysis method of brand value chain,the study found that under the development trend of "re centralization" of marketing subjects,"symbolization" of marketing content,and "digitization" of marketing environment,there are issues such as the absence of subject behavior norms,extensive contact point layout,and homogenization of competitive advantages in regional public brands of agricultural products,which are not conducive to the long-term development of the brand value system.In response,this study suggests that,on the one hand,according to the overall strategy of coordinating and unifying the triple values of agriculture,region,and society,the product quality factors,media technology factors,and regional environmental factors of regional public brands of agricultural products should be reconstructed.The specific path is:(1)integrating a professional brand management system;(2)Exploiting regional characteristic brand competitive advantages;(3)Achieving promotional innovation in brand marketing methods;(4)Promote the integration and development of regional three industries;On the other hand,apply the restructuring strategy of regional public brand marketing of agricultural products from the perspective of value chain to specific practice.The research selects the "Wuchang Rice" brand,summarizes its brand operation mode and communication difficulties,and proposes targeted optimization strategies: integrating a matrix organizational structure,highlighting geopolitical emotional values,and promoting digital transformation of the brand.The purpose of the study is to explore ways to enhance the value of regional public brands of agricultural products in the new development stage,assist in improving the quality and efficiency of the development of regional characteristic industries,and promote the high-quality development of socialist modern rural industries with Chinese characteristics.