Research On Brand Communication Of Selenium Products In Enshi Under The Background Of Rural Revitalization Strategy

The strategy of rural revitalization is an important national strategy formally proposed by the 19 th Party Congress to solve the "three rural" problems in the new era,in which the prosperity of industry is the cornerstone of rural revitalization.In the dual background of rural revitalization and the continuous upgrading of China’s consumption structure,China’s selenium-rich regions have targeted their own resource advantages and vigorously developed selenium-rich industries,among which Enshi State in Hubei Province enjoys the reputation of "World Selenium Capital-China Selenium Valley",with various brand categories and brand promotion,which is the typical of China’s selenium-rich industry development.It is a typical example of the development of selenium-rich industry in China.Under the strategy of rural revitalization,the brand communication of selenium-rich agricultural products in Enshi has the advantages of selenium-rich resources,product types and regional culture,and also has external opportunities involving "selenium",markets containing "selenium" and "selenium " industry innovation and other external opportunities.However,the short industrial chain of Enshi selenium-rich agricultural and sideline food processing industry,the lack of brand marketing and management talents,the weak brand awareness of related enterprises,the threat of competition in selenium-rich regions,and the threat of raising the threshold of selenium-rich content standard can not be ignored.Based on the questionnaire survey of brand communication of Enshi selenium-rich agricultural products from the perspective of consumers,it is found that its overall brand development is not strong,brand construction is lagging behind and the brand communication channel is single.This is caused by the lack of market research,the low quality of brand service,the weak awareness of brand building,brand development motivation,innovation consciousness and Internet thinking.Enshi selenium-rich agricultural products brand should explore the brand characteristics,strengthen the precise positioning of strong brands to enhance the brand image,and weak brands to highlight the brand personality.Through the "selenium-rich" resource advantages,cultivate "three products and one standard" brand of agricultural products,focus on the visual image design of the brand,optimize the packaging of Enshi selenium-rich agricultural products,pay attention to the construction of professional talent team,grow the brand communication power and other ways to enhance brand building awareness,mobilize the vitality of the brand body.Mobilize the vitality of the main body of the brand.In turn,improve the brand communication system,broaden the brand communication channels,in order to promote the high-quality development of Enshi selenium-rich agricultural products brand.