Jingning Apple Regional Brand Network Communication Strategy Research

In 2017,the central document for the first time proposed that the regional brand of agricultural products is the foundation of vigorously developing modern agricultural industry,and local governments and relevant departments should focus on building regional brands.In recent years,the country and all walks of life pay more and more attention to the construction and development of regional brand of agricultural products,so that it drives the development of regional economy.In the Internet era,all walks of life and "Internet +" integration,in order to be able to ride the development of the network,to achieve their own needs.Jingning Apple regional brand as a unique jingning county regional brand,has formed a large-scale base,production standardization,product branding,marketing market-oriented development pattern.Jingning Apple has formed its own regional brand,but the accumulation of reputation is mostly by years of precipitation,in the network environment,affected by a variety of factors,jingning Apple regional brand communication still exist many problems,to be further studied to solve.This study takes Jingning Apple regional brand as the research object,and from the perspective of communication as the entry point.Firstly,through literature reading,it makes clear the related concepts and theoretical basis of regional brand communication,which lays a theoretical foundation for the study of this paper.Secondly,through in-depth interview to understand the formation and development status of Jingning Apple regional brand,and based on the regional brand communication mode,from the six elements of regional brand communication to analyze the status quo of jingning Apple regional brand communication,summed up the network communication strategy of Jingning Apple regional brand;Finally,through the study of jingning Apple regional brand network communication strategy,the following conclusions are drawn:First,Jingning Apple regional brand after years of development,its in the network communication has formed a multi-polarization communication subject,multi-platform communication channels,diversified communication form of the basic strategy.The formation of network communication strategy is beneficial to the communication of regional brands,enabling the maximization of communication effect.Second,although the network communication of Jingning Apple regional brand has formed a corresponding strategy,there are still many problems,which hinder the maximization of network communication effect.Network communication is a double-edged sword.Only by understanding the operation rules of the network world can network communication become the booster of regional brand communication and help it establish a good image.Third,Jingning Apple regional brand in the network communication,can be through the communication of the main body,communication talent,communication channels of stratification optimization,improve the breadth and depth of jingning Apple regional brand communication,bring the change of economic benefits.Based on the research of the regional brand communication strategy Jing Ning apple,it is concluded that during the development process of the existing problems,and puts forward corresponding solving measures,so as to Jing Ning apple regional brand of network transmission to provide theoretical basis and practice guidance,promote Jing Ning apple for the construction of regional brand,promote the development of Jing Ning apple industry economy.At the same time,it can also provide theoretical guidance for the propagation of regional brands in other regions.