Research On The Optimization Of HS Fruit Brand Communication Strategy In The New Media Environment

Agriculture is the foundation of the country,the foundation of a powerful country.To accelerate the development of modern agriculture,improve the modern agriculture industry system,and actively promote the advantages of agricultural products,agricultural products and agricultural products processing industry in the brand building,is the new requirements to our country in the new historical stage for the agricultural development.However,with the sustained development of the national economy,food safety problems have occurred,the consumer confidence in the food industry has been frustrated.To solve the problem of food safety,in addition to the relevant departments of enterprise self-discipline and government regulation,more from their own business to start,it can be said that only the traditional agriculture to make the agricultural brand,is the only way to let consumers firm confidence in the domestic food.Shaanxi HS fruit company was founded in 1997,at the beginning of the establishment of the business to become China's largest supplier of fresh apple and China's first brand of fresh apple ambitious goal.Long term export enterprises as a fresh fruit exports to Shaanxi made a huge contribution to foreign exchange.In 2008,enterprises in the overseas market to ensure that at the same time,to expand the domestic market,but as a traditional export-oriented enterprises,a good reputation accumulated HS brand has encountered the brand aging,low brand awareness in the domestic market.In order to solve these problems,enterprises have carried out brand communication activities in different ways,but have little effect.This paper takes Shaanxi HS fruit company as the research case,through the brand history and current brand communication status,learn from the management,marketing,communication point of view in-depth analysis of the problems,combined with new media theory and integrated marketing communication theory,aims to put forward the brand communication optimization scheme the HS fruit to achieve brand through brand communication in the new media environment to upgrade,change the original old image,a new image,establish a healthy fashion,enhance the visibility,reputation and brand loyalty,with Limited dissemination of investment to achieve sales growth.