Study On Medium Choice For Hubei Citrus Brand Communication

The Brand operation is the "bottleneck" for the development of Chinese agricultural product market. In the production links, the Low level brand operation makes it difficult for the producers to enjoy the economic benefits brought by the enhance of the product added value, so the producers are lacking of the enthusiasm for production; in the consumptive links, the miscommunication of the brand message will prevent consumers from mastering the efficient information from the market and production, and hindering the effective process of the purchasing behavior. China has the high quality citrus resources in the world,but the awareness and consumption on citrus brands of consumers are far behind the Foreign brands. So it is clear that the market lacks not only the number of brand, but also the reasonable operation of existing brand.With the arrival of the era of media diversification, there are more media resources available for brand owners and consumers to choose. The matching degree between the brand communication media that the brand owners chosen and the information collect channels that consumers chosen becomes the key to a successful brand communication behavior. Furthermore, the level of trust of consumers to the media decides the degree of their accepting the information of brand. Accordingly, the choosing of media is vital to the citrus brand communication.In this paper we mainly research the medium choice behavior and the effects in Hubei's citrus brand dissemination. It's divided to four parts.Firstly, we mainly elaborate the necessity of the agricultural product brand communication, and what a important position the medium choice in for the brand spreading process.Secondly, Taking the Hubei Province citrus brand construction and the dissemination as an example, we summarize the main methods, avenues in the citrus brand dissemination at the present time, how do we utilize the media resources, what's the effects we've got, and what's the difficulty we met in the dissemination process.The third part is survey research, the aim is to investigate consumers' media contact, media cognitive and media preference, and learn the effect that citrus brand disseminator achieved in the media choice.The final part is to analyze the factors that influence on the media choice of citrus brand communication and its mechanism of action.