Study On The Problems And Countermeasures Of Agricultural Products Brand Communication In Hubei Province

Hubei has abundant resources for quality agricultural products.In recent years,the Hubei Provincial Party Committee and the provincial government have attached great importance to and cultivated agricultural product brands,and brand building has shown a good trend.New progress has been made in the development of leading enterprises,the cultivation of well-known brands and the construction of specialized bases.However,there are still problems in Hubei Province that there are many agricultural brands that are not refined,large and not loud,and not competitive.In order to comply with the background of the rural revitalization,accelerate the promotion of the popularity and attractiveness of Hubei agricultural product brands,strengthen the Jingchu agricultural superior brand system,enhance Hubei's agricultural core competitiveness,and realize Hubei Province's strong agricultural provinces and brand provinces.Analysis on the regional public brand communication strategy of agricultural products in Hubei Province.Through literature review,questionnaire survey and interviews with the heads of relevant departments of the Hubei Provincial Party Committee and the Provincial Government,this paper analyzes the status quo of the development and dissemination of public brands in agricultural products in Hubei Province,and goes to some agricultural enterprises in Hubei for field visits,data and interviews to understand the brand communication.Specific practices and problems.It also distributed 357 questionnaires to consumers,empirically analyzing consumers' perceptions of the status quo of regional public agricultural product brand construction and dissemination in Hubei Province.The innovation of this paper is to clarify the main body of the public brand of agricultural products,that is,according to the difference in the nature of public brands and corporate brands and product brands,from the perspective of government-led,agricultural industry associations playing a major role,and enterprises playing a major role.Looking for the origin of regional public agricultural product brand communication in Hubei Province,and in the research process,through empirical analysis to understand the problems of the government,industry associations and enterprises,add consumer perspective,make the research more objective and true,for Hubei Province Public brand communication in the field of agricultural products provides practical strategic advice.