Research On The Brand Marketing Strategy Of Shiny-leaf Yellowhorn In Qiu County Of Handan Based On The Background Of Rural Revitalization

In the report of the 19 th National Congress of the Communist Party of China,it was proposed that the strategy of rural revitalization should be carried out in accordance with the general requirements of industrial prosperity,ecological livability,rural civilization,effective governance and well-to-do living,and that an institutional mechanism and policy system for the integrated development of urban and rural areas should be established and improved,we will accelerate the modernization of agriculture and rural areas.In the final analysis,rural revitalization is a development issue.The development of rural industries in line with local advantages and the development of local industries with local characteristics is the focus,it plays an important role in increasing farmers’ income and promoting industry to help the poor.Based on the present situation of shiny-leaf yellowhorn industry in Qiu County,taking “brand strengthening agriculture” as the core idea,taking high-quality and high-efficiency as the development direction,leading the healthy development of Wenguan fruit industry in Qiu County,creating a model of brand boosting industry prosperity and rural revitalization.Based on the theory of marketing and the method of questionnaire survey and on-the-spot visit,this paper studies the internal and external environment and the current situation of brand marketing of the Qiu County Mandarin Fruit,on the basis of comprehensive analysis of internal and external environment,SWOT analysis model was used to analyze the advantages,disadvantages,opportunities and threats of Xanthoceras Sorbifolia bunge in Qiu County,and then market segmentation,selection and positioning,this paper determines the development path of optimizing the brand marketing strategy,formulates the brand marketing strategy of shiny-leaf yellowhornt in Qiu County from the aspects of product,price,channel,integrated marketing communication and so on,and clarifies the five-fold safeguard measures,in order to achieve the expansion of market demand,the purpose of raising market share and increasing farmers’ income.