Research On The Promotion Path Of Agricultural Product Brand Image From The Perspective Of Chinese Consumers’ Cognition

China is a large agricultural country.Shaping the brand image of agricultural products can not only lay the foundation for the branding of local agricultural products,but also help China’s Rural Revitalization.Tea is a kind of agricultural products with a long history and high economic value.Therefore,this paper selects it as the representative of agricultural products to study the promotion of brand image.At present,with the rapid development of China’s economy,consumers pay more and more attention to the brand image of the products they buy.However,Chinese tea enterprises are facing problems such as many but not strong,late start of brand management,insufficient attention to the brand and so on,showing the current situation of low-level competition of "famous tea without famous brand".Therefore,how to make effective use of the advantageous resources of Chinese tea to build a strong international brand,fully grasp the needs of current consumers,and enhance the influence and market competitiveness of their own brand is the focus of research in the current marketing field.This paper selects "Wu Yutai" and "Lipton" as the research object,and compares and analyzes the specific differences of tea brand image between China and foreign countries from the perspective of consumers.Firstly,Baidu Index is used to analyze the network attention,and then Python is used to collect the network comment text to preliminarily analyze the differences of Internet users’ brand image evaluation;Then,using the method of questionnaire,based on the bell model and combined with the characteristics of the tea industry,the three-dimensional measurement of tea brand image is created,and then the effectiveness of the model is verified.Finally,SPSS software is used for empirical analysis.The conclusions are as follows: Lipton’s network attention is generally higher than Wu Yutai,that is,Lipton’s brand image perception is significantly better than Wu Yutai,mainly because Lipton’s consumer groups are younger,and they are the main network activists.Lipton is significantly better than Wu Yutai in terms of brand image.There is no significant difference between Wu Yutai and Lipton in terms of product brand image.Lipton’s total score in terms of user brand image is significantly higher than Wu Yutai.By analyzing the brand image differences between Chinese and foreign tea,we find the weaknesses and deficiencies of local brands,and then learn from some advantageous influencing factors to create a Chinese version of "Lipton" strong brand,which not only provides certain strategic guidance for the development direction of other agricultural products enterprises,but also lays the foundation and provides tool reference for subsequent relevant research scholars to carry out brand empirical research.To change the dilemma of China’s agricultural product brands,we should not only improve the innovation of enterprises,enhance brand awareness and formulate brand strategy,but also establish word-of-mouth effect,stimulate consumers’ purchase demand,Open up domestic and foreign markets,and ultimately promote the development of China’s agricultural modernization economy.