Research On The Brand New Media Communication Strategy In ZhangPu

In the central document No.l of 2017,it was first put forward:promoting the construction of regional agricultural products public brand,supporting local enterprises based on dominant enterprises and industry associations to create regional brand and introducing modern elements to upgrade traditional brand.The particularity of agriculture determines the importance of regional brand construction of agricultural products.Zhangpu shallot is a special product of Zhangpu County,Zhangzhou,Fujian province.The planting area has reached 45 thousand mu,and the sales situation is stable.In 2012,Zhangpu shallot was certified as a national geographical indication.However,the Zhangpu green onion profile in the country is still relatively low,brand strength is small,the main media in the form of Zhangpu regional brand communication is green outdoor advertising,such as billboards,on both sides of the highway on both sides of the road,forms a single,lack of regional characteristics,consumer brand awareness is fuzzy,lack of integrity and continuity,highlighting the regional advantages no,the impact of the Zhangpu onion radiation and economic benefits.At present,the new media is the main means of regional brand communication,but the new media of Zhangpu onion regional brand is still relatively weak and faces many difficulties.In view of this,this paper analyzes the problems existing in the new media communication of Zhangpu scallion regional brand,and puts forward the corresponding countermeasures,aiming to provide certain theoretical reference for the relevant main body of agricultural products,and promote the construction of Zhangpu scallion regional brand.