Research On The Construction Of Leisure Agriculture Brand In Ningyang County From The Perspective Of Rural Revitalization

In recent years,with the development of the economy,residents' income has increased and their consumption structure has been adjusted and upgraded.The demand for leisure travel among urban and rural residents has gradually enhanced.Some places have begun to adapt to market demands,strengthen the integration between agriculture and other industries,and develop various types of available resources in rural areas,gradually shaping a new form of agricultural economy compatible with all kinds of major industries——leisure agriculture.The rise of the leisure agriculture industry has increased farmers' economic income and intensified the index of life happiness,thus strongly promoted the strategy of rural vitalization.Ningyang,one of the counties of Shandong Province,has developed a great number of leisure agricultural projects by using rich local agricultural,cultural,and natural resources,achieving certain results.However,there are still many problems in the internal development on the construction of leisure agriculture brand in Ningyang County.And the external industry competition is becoming increasingly fierce.Therefore,through the analysis and research,this article aims at putting forward constructive and feasible suggestions for the better development on the construction of leisure agriculture brand in Ningyang County.This article chose Ningyang County as the research object,and applied to some methods,such as literature,questionnaire survey method and SWOT analysis.Based on the analysis of various resource advantages and typical brand projects of leisure agriculture in Ningyang County,this article used the scale analysis method and SWOT analysis to investigate on the construction of leisure agriculture brand projects in Ningyang County,thus the following deficiencies are summarized: unclear planning for brand development,weak brand awareness of the operating entities,limited policy and capital investment,weak stickiness caused by insufficient brand connotation and innovation,limited customer sources and marketing,lack of professional talents,single marketing model,weak hardware and software supporting facilities,etc.Then the article selected successful cases of leisure agriculture brand development that generally recognized by four places at home and abroad for analysis and research,combined with the consumer and market positioning of leisure agriculture in Ningyang County,and finally brought forth some suggestions on overall planning,brand management and marketing for the development on the construction of leisure agriculture brand in Ningyang County.In terms of overall planning: efforts should be made in using the macro control to ensure the coordinated development of diverse brand projects,developing each brand project in a differentiated way to highlight their unique charm,and creating a "recreational agricultural tourism belt around Ningyang".Brand management must be strong and innovative: in accordance with actual needs,the government should issues regulations in a timely manner,supports funds and policies,and bid for professional band teams.Innovation on brand marketing methods : innovate content by creating local high—quality "festivals,competitions and exhibitions",take advantage of local long history and culture to deepen cultural connotation,and introduce 2.3-level customer sources with "networking" and "differentiation".