Study On The Brand Communication Of Geographical Indications In Enshi

With the development of economic globalization,and increasingly tight in relations between the various countries,competitions of agricultural products have spread from the domestic market to the international market.This paper is of Enshi geographical indication brand dissemination of the status quo of research,mainly from the geographical indication protection and research value,geographical indications brand communication status and problems and puts forward suggestions about the strategy three aspects,reflection and interpretation,To some extent,to provide a reference for the economic development of other ethnic minority areas.Geographical indications,as "Pro agriculture" of intellectual property rights,has been more than 100 years of history.But not all agricultural products have geographical indications reporting conditions,only products that meet the requirements of the declaration can become geographical indications products.As a minority region,Enshi has rich cultural connotation and superior geographical environment,which has created the Enshi geographical indication brand to develop rapidly.By the end of 2015,Enshi registered a total of 36 geographical indications of agricultural products,which is in a leading position in Hubei Province.But there is a certain misunderstanding between the Enshi government and some enterprises in the brand communication,which will become the main factor restricting the development of Enshi geographical indications product brand.This paper analyzes mainly from the perspective of brand communication.The first chapter taking the geographical indications of Enshi Prefecture as the research object,this paper focuses on the background and significance of the research of geographical indications in Enshi Prefecture,and reviews the relevant theories of the brand communication of geographical indications.In the second chapter,based on the protection and identification of the geographical indications of Enshi Prefecture,the three factors of the geographical indications of Enshi were combed,through the study of geographical indication value,it is important to understand the spread of geographical indication brand.The third chapter,The third chapter,combined with the relevant theory and field research data,analyzes the problems in the status of Enshi's geographical indications brand development and dissemination of the problems in the process,such as,a single sales channel in Enshi geographical mark,fuzzy brand positioning,brand communication consciousness,conservative government brand communication concept and industry association ignorance in communication function,etc.In the fourth chapter,the paper puts forward a series of improvement measures to enhance the brand awareness of the brand communication,enrich the content of the brand communication and clear brand positioning,broaden the communication channels and so on,according to the problems.It provides reference for the development of agricultural brand in other ethnic minority areas.