Research On Shaping Apple Brand Culture In Sanmenxia

China is a large agricultural country,agriculture is the first industry in China,so we must improve the competitiveness of agricultural products,strengthen the brand construction of agricultural products,and develop China’s agriculture well.In 2017,the Ministry of Agriculture issued the notice of the agricultural brand promotion,the report of the 19 th National Congress,the No.1 central document in 2018 and many other documents have mentioned to implement the rural revitalization strategy and take the road of agricultural brand development should be taken.The introduction of these policy documents shows the importance of strengthening agricultural brand building.However,at present,there are few well-known agricultural brands in China,which is inconsistent with China’s well-known agricultural brands are very few,which is not consistent with China’s status as a major agricultural country.In this context,this paper starts from the shaping of Sanmenxia apple brand culture and the importance of brand culture to the brand construction of agricultural products,using literature research method,interviewing method questionnaire survey and context brand architecture theory,consumer market value theory from brand material culture,spiritual culture and behavioral culture through the analysis of Sanmenxia Apple brand culture,through the causes,and get relevant countermeasures and suggestions.Through the analysis of the current situation of Sanmenxia Apple brand culture,it is found that at present,Sanmenxia Apple brand culture mainly focuses on the brand material culture and some behavioral culture,and is rarely involved in brand spiritual culture.Through analysis,the problems found that the regional brand doesn’t from a joint force,there are few corporate brand culture shaping behaviors,and there is a lack of professionals;second,the content of brand culture is lack of characteristics,and the brand image is different;third,the propagation object classification is simple;fourth,it mainly relies on offline communication channels,and the development of online channels is poor.We conclude that the reasons for these problems are as follows: first,the lack of government guidance and support;the lack of local traditional cultural resources;third,there is no population segmentation;fourth,the characteristics of various communication channels are not accurately grasped.Then put forward the corresponding countermeasures and suggestions: first,to establish a good brand image and play the positive role of communicators;secondly,highlight regional characteristics and strengthen brand credibility;next,we should have an insight into the differences of consumer demand and clarify the brand communication object;finally,to build a think tank platform to improve the scientific selection of communication channel.Through these measures to shape the brand culture of Sanmenxia apple,gradually enrich the cultural connotation of Sanmenxia apple brand,improve the popularity and competitiveness of Sanmenxia Apple brand,and further promote the revitalization of local industries and rural areas.