Research On Brand Marketing Strategy Of Regional Agricultural Products

With the consumption upgrading,the development level of the market economy of our country has been greatly improved,and the people’s lifestyle has changed rapidly.The demand of consumers for agricultural related products has been upgraded from the original health to the present demand,which should ensure the health and pollution-free products,nutrition,good taste,but also personality and tone.It leads to the development of agricultural products from the original market to the current brand of agricultural products,and the competition in the field of agriculture has changed from the traditional way to the stage of brand competition.The emergence of regional agricultural products brand solves the cost of the enterprise to build the brand,and can co-create,co-use,enjoy the benefits brought by the brand,and enhance the premium brought by the brand,which can be described as a good strategy of The Times.However,it is up to consumers to evaluate and judge whether the regional agricultural products brand brings real value to the enterprise.Consumers’ cognition,association and loyalty to the brand determine the real value of the brand.Therefore,the research on brand marketing strategy based on brand equity is conducive to the right remedy and find effective strategies.Effectively enhance the brand value.The brand "Lishui Shangeng" studied in this thesis is registered by Ecological Agriculture Association of Lishui City,Zhejiang Province.It is a regional agricultural product brand covering the whole city,the whole category and the whole industrial chain.Since its establishment in September 2014,the cumulative sales volume of "Lishui Shangeng" has reached 13.52 billion yuan,the average premium rate of agricultural products under the brand of "Lishui Shangeng" has exceeded 30%,and the brand value has reached 2.659 billion yuan.However,according to the brand equity research,the brand equity performance of "Lishui Shangeng" is not satisfactory.There is plenty of room for improvement.So in the context of the era of consumer-centered consumption upgrading,how to do a good job in brand marketing strategies,enhance brand equity,and enhance the brand value in the minds of consumers? Behind this problem is the lack of effective marketing strategies that focus on consumer demand to enhance brand equity.This thesis carried out a special investigation from the consumer brand equity,from the brand awareness,loyalty and other five aspects of the investigation,and put forward the shortcomings of Lishui Shangeng agricultural products from the brand awareness,loyalty and other five aspects of the brand marketing strategy and safeguard measures,as a series of effective methods.In this study,the brand equity model of David Eyck and the theory of regional public goods were used to analyze the brand marketing of "Lishui Shangeng",and the brand equity model of David Eyck was used to propose solutions to "enhance brand awareness,loyalty,association,etc.",and finally to enrich the research results of regional brand marketing of agricultural products.Based on the existing characteristic agricultural research results and practical experience,this thesis analyzes the status and problems of regional brand marketing of agricultural products in Lishui Shangeng,arouses the attention of the government,industry associations and enterprises to the regional brand,and establishes the concept of agricultural product brand marketing centered on consumer demand.Summarize a set of feasible marketing strategies for Lishui Shangeng agricultural products regional brand,and provide a reference frame for the future brand to sum up experience and make comparison in the process of continued development;The research on regional brand marketing strategy of cultivated agricultural products in Lishui Shangeng can provide certain reference for the development of other characteristic industries in Lishui.