Research On The Communication Strategy Of Regional Public Brands Of Agricultural Products Based On Innovation Diffusion Theory

With the development of branding in the agricultural sector,the creation and dissemination of regional public brands of agricultural products has become the general trend in response to the rural revitalization strategy and promote the development of my country's agricultural economy.Regional public brand,as a regional public brand with unique geographical characteristics,public goods,and industrial clusters,is widely used in the creation of regional public brands of local agricultural products.Used in the branding of geographical indication agricultural products.The establishment of regional public branding of agricultural products guarantees the quality of agricultural products,broadens the sales channels of agricultural products,helps agricultural products gain consumer trust in the form of brands,helps agricultural products go out of the region,and drives the sustainable development of the local economy.The Yanbian area has a unique climate,geomorphology,cultural heritage and national culture,and has also bred many outstanding geographical indication agricultural products.However,these existing agricultural products still have problems such as low awareness of brand building and insufficient brand communication in the construction and communication of regional public brands.As a result,the regional public brands of agricultural products in Yanbian area are in sales scale,consumer awareness,and market competitiveness.Compared with domestic and foreign brands of the same category,there is still a big gap.As the main force of Yanbian's primary industry,Yanbian Apple Pear created the regional public brand of "Yanbian Apple Pear" in the form of geographical indication product protection as early as 2009.However,due to lack of regional public brand awareness,low degree of industrial organization,and single brand promotion channels,the regional public brand of "Yanbian Apple Pear" has not been widely recognized by consumers,and brand building has been in its infancy.In view of this,this article takes the "Yanbian Apple Pear" regional public brand as the research object,and uses the regional public brand,innovation diffusion theory as the research basis,and adopts the literature combing method,case analysis method and field research method to systematically analyze "Yanbian Apple Pear" regional public brand development status,through the four aspects of strengths(S),weaknesses(W),opportunities(O),and threats(T)to establish the "Yanbian Apple Pear" SWOT strategy matrix,analyze the "Yanbian Apple Pear" Brand development market environment,puts forward the strategy proposal of the regional public brand development of "Yanbian Apple Pear",aiming at combining theoretical background and actual situation,to explore a feasible path for effectively promoting the construction and dissemination of "Yanbian Apple Pear" regional public brand.