Research On The Branding Process Of Domestic Agricultural Products

As for the problems of agriculture,rural areas and farmers in China,in addition to solving them by means of financial support,it is particularly important to develop agricultural products brands.After the reform and opening up,under the influence of many factors such as the reform of the national economic system,the market-oriented development of agriculture,the upgrading of residents' consumption,and wide use of the Internet,the development of agricultural products has started a new journey.In order to explore the development course of agricultural product branding in China,this paper divides four development stages on the basis of investigating the practice and landmark events of agricultural product branding: first,the initial stage of brand awareness(1978-1998).This paper mainly expounds the economic and political background and consumer demand background in the budding period,analyzes the marketization factors and agricultural product quality factors that promote the budding of brand awareness,and summarizes the main communication strategies of agricultural products in this stage,including agricultural exhibition and agricultural TV advertising;The second is the stage of brand growth(1999-2011).Under the background of the national call and the internationalization of the domestic market,the competition of agricultural products is intensified,the domestic brand creation boom is set off,agricultural products brands enter the stage of rapid growth,brand symbol system design and communication strategy gradually have the characteristics of modern brand development;Third,(from 2012 to now)agricultural products brand expansion period.Some brands with special advantages occupy a larger market share in the agricultural products market,and other brands with low visibility gradually open a gap.In addition,new media communication strategies such as community marketing,live broadcasting and integrated marketing have been gradually applied to the agricultural products market.The development of Internet technology has provided new development opportunities for agricultural products brands.In general,the brand development of agricultural products plays an important role in promoting the modernization of agriculture and rural areas in China and has become a key measure to solve the problems of agriculture,rural areas and farmers in China.