Building Of Agricultural Product Brand Identity System And Study Of Integrated Communication System In Gansu Province

Gansu Province has many brands of agricultural products. However, the spread of brandis inadequate and with the development of similar marketing and scientific and technologicalas well as consumer’s demand changes, which increase difficulty of identification of theconsumer to the brand of agricultural products, are not able to identify their own needs fromthe appearance of agriculture products, it is necessary to build and integrate the system ofagricultural products brand identity,this is the first step of the research article, the purpose ofbuilding the system is able to agricultural enterprises build brand targetedly and focusedly.Secondly,building elements of the system, for more elements of the system, it is necessary tointegrate its elements to facilitate the spread of agricultural products brand, the consumerreceives the information of agricultural products, forms their preferences of the brand.Based on the theories of brand identity, combined with the characteristics of agriculturalproducts and psychological characteristics influencing factors of the consumer, as well as thebrand position of the agricultural products in Gansu Province, and consumers to buyagricultural products, the paper builds the model of brand identity of agricultural products inGansu Province.The model includes product identity, price identity, symbol identity andorganization identity, Specific indicators include the quality, external quality, pricing, priceadjustment, brand name, brand logo, as well as the strength of enterprises, corporate cultureand values, corporate social responsibility,then constructs these aspects. Many factorsinfluence identification of the consumer, in order to reduce the difficulty of identification ofagricultural products, it is necessary to integrate the system of agricultural products brandidentity,That is to say, integrate the factors about product elements, the price elements,symbols elements and organizational elements.In addition, inadequate dissemination ofagricultural products in Gansu Province also lead to difficulty of the consumers′sidentification.So it is necessary to increase the transmission dynamics so that consumersreceived the information of agricultural products in Gansu Province.Finally, on the case study of Lanzhou Lily, by the above the model of the agriculturalproduct brand identity, making use of Like Liang’s five scoring method, surveying theconsumers who have bought Lanzhou lily by the questionnaire, which understand theconsumer’s acknowledge of Lanzhou lily, the current situation and problems of Lanzhou Lilyand proposes appropriate countermeasures. This case tests and verifies the theory model ofbrand identity of agricultural products and has a more clear and specific cognitive about brandidentity of agricultural products, achieves a combination of theory and practice.