The Research On The Construction Of The Umbrella Image And Communication Strategy Of Yanchi Sheep Regional Public Brand

With the development of consumer upgrading and mobile internet,the consumption pattern of mutton products has undergone significant changes.Consumers’ demand for mutton is changing to quality and branding.For a long time,competition in China’s lamb market has been dominated by price wars,which have greatly harmed the interests of enterprises and farmers.In order to break away from this dilemma,Yanchi Tanji sheep must adhere to the road of brand development and enhance its brand communication by continuously improving its brand image in order to achieve its long-term brand development.This paper takes Yanchi Tangshan sheep as the research object,and on the basis of the research results of regional public brands and brand umbrella theories at home and abroad,we analyze and discuss the development of regional public brand image and brand communication of Yanchi Tangshan sheep,and make suggestions for optimization.Firstly,we analyze its marketing environment by using PEST and SWOT methods and summarize the current situation of communication based on integrated marketing communication theory.Secondly,a model of Yanchi Tanji sheep regional public brand umbrella image structure with corporate image,industry image,origin image,product image and user image as the presentation layer and government,enterprises and social groups as the support layer was constructed following the programmed rooting theory research method,and the model was tested for theoretical saturation using the text analysis method.Finally,based on its brand umbrella image structure dimension model,it analyzes the problems in the process of regional public brand image communication of Yanchi beach goat through questionnaire survey,and proposes the regional public brand image of Yanchi beach goat with the customer as the center,the corporate image,industrial image,origin image and product image as the communication content,and the event marketing,relationship marketing and beach goat industry linkage as the brand communication method.This paper is a model of integrated marketing and communication of public brand image of Yanchi sheep.Based on the model of regional public brand image,this paper explores the development and communication strategies in line with the characteristics of Yanchi sheep,in order to help improve its brand image and provide new ideas for its brand marketing and communication.It also provides theoretical and practical reference significance for the development and communication of other regional public brand images in China.