Research On The Brand Positioning Of "AD Girl" Of Beichuan's Characteristic Agricultural Products

The development of brand agriculture has become an important strategic measure to promote the process of agricultural modernization and improve the quality of agricultural development in China,and has become an important means for agricultural enterprises to improve the comprehensive benefits of products.After years of cultivation and development,the number of agricultural brands in China has increased rapidly,but in terms of its connotation and quality,there is a big gap compared with the developed agricultural economy countries,especially the low quality and homogeneity of the brand is common in the small and medium-sized agricultural enterprises.As the main part of our country's agricultural economy,the development of small and medium-sized agricultural enterprises and their brands is not only related to the survival and growth of the enterprises themselves,but also to the improvement of the overall quality of agriculture in China.In view of this,the research selected the representative agricultural product management enterprise in Beichuan-Sichuan Qiang girl agricultural science and Technology Development Co.,Ltd.as the research object.Through the review of the brand management activities of " Qiang girl",the internal and external environment of the enterprise was analyzed and the theory and prescription of "diamond map" was based on the research.The article designs the brand positioning of the enterprise from three aspects: finding,selecting and putting in place.First,on the basis of market segmentation and description,the target market is defined as "the consumption group in the field of green and middle-aged(including tourism market)".Secondly,the characteristics of the target market,from the value,interest,and the characteristics of the market.The brand positioning points are established in three aspects.Finally,according to the target consumer group and brand positioning point,the targeted strategies and suggestions are put forward from the 5 aspects of product,price,channel,communication and safeguard measures.Through this study,we hope to help the brand development of the enterprise at present,enlighten enterprises to apply scientific marketing theory and method consciously in future production and management activities,constantly adjust,improve and improve their own positioning,so as to gain better development space and growth advantages in the fierce market competition.