Research On The Communication Strategies Of Geographical Indication Brands In Huangshan City

As the national brand strategy and the strategy of rejuvenating rural gradually thorough,mainly agricultural products of geographical indications gradually become a regional brand awareness,brand communication to promote regional soft power competition,plan "one village one swallow,a county have raised" important way,and in the process of its construction and communications has created the culture,ecology,tourism,economic aspects of brand value.But at the same time,geographical indication brand attributes of public goods is different from the independence of the corporate brand,which determines in the process of development is bound to experience more difficult process than independent creating brand,such as multivariate,transmission media content diversity,the main responsibility objective factors such as environment variable,to a certain extent,increased its brand building management pattern and the difficulty of the brand communication strategy.Therefore,how to build brand recognition system on the top design,brand spread clearly positioning,how to implement integration spread in giving sufficient space for self propaganda,how to spread between organizations together to form benign interaction between the regional brand with the audience,these will be the government,industry associations and enterprises are thinking about.Based on the above considerations,this study takes Huangshan geographical indication brand,which has the highest number of national certifications and approvals in Anhui Province,as the research object,and systematically analyzes the existing problems and solutions in the communication process of geographical indication brand in Huangshan City.First in further defined "geographical indication brand" concept,based on by government departments,nonprofit social organization,state-owned enterprises,bibcock and small private enterprises and other relevant heads in the on-the-spot interviews,combing the geographic marks of huangshan city brand history and the present condition of the spread,and through the questionnaire survey to understand the target audience for the brand cognitive,emotional attitude and behavior transformation;Secondly based on the huangshan city due to congenital or uneven distribution resources each brand development gap larger practical problems,This study respectively at leading enterprises as the main force of "Huangshan Maofeng Tea",the county government to spread the core of "Yi Pin Wu Hei" as a brand of different stages of the development level of case analysis,think its a diversified direction of propagation in the era of information fragmentation and propagation path,which is formed by the integrated concept for huangshan city geographical indication brand has a certain reference significance for the most part,But at the same time,there are also corresponding problems in brand awareness,integration ability and overall planning effect;Thirdly,based on the above theoretical analysis and empirical research,this paper concludes that there are three communication dilemmas in the current communication process of geographical indication brands in Huangshan City,including "weak brand awareness,insufficient organization coordination","lack of brand characteristics,uneven development level","conservative interactive media,and weak audience participation".Finally combining with the above content,and spread,puts forward "develop brand awareness,clear responsibility main body" "mining characteristics,highlight the brand value" "layout of new and innovative interactive mechanism" strategy,in order to solve the current geographical indications related subject to explore practical difficulties existing in the process of brand communication,to provide theoretical reference power brand value rising regional characteristics.