The Research On Brand Marketing Of Characteristic Agricultural Products In Qingyuan City Under The Economic Background Of Internet Celebrities

The development of agriculture and rural areas has always been the focus of the CPC Central Committee.In 2019,the Central Document No.1 stressed the need to vigorously promote the development of agriculture,rural areas and farmers,and clearly pointed out that the regional brand building of agricultural products should be an important part of promoting rural revitalization.We should focus on building a number of distinctive agricultural products with international influence.Qingyuan City is one of the most important agricultural production areas in Guangdong Province.The people of Qingyuan City rely on the superior natural and geographical conditions to create a variety of agricultural products.However,the marketing and promotion of agricultural products in Qingyuan City is still relatively backward in ways and methods.Therefore,innovation of marketing mode and expansion of brand influence are important means to improve the overall competitiveness of characteristic agricultural products in Qingyuan City.Based on the existing relevant marketing theory,this paper studies the current situation of Qingyuan characteristic agricultural products brand marketing by means of field visits and questionnaire survey,and puts forward the existing problems of Qingyuan characteristic agricultural products brand development and marketing.This paper selects Qingyuan Chicken brand marketing and liziqi agricultural products brand marketing as two cases to discuss,and compares the similarities and differences between the two in marketing,so as to draw the next step of Qingyuan characteristic agricultural products brand marketing strategy: strengthen the brand promotion of geographical indications,shape the image of exclusive IP;Strengthen the construction of training marketing talents,and strive to create a new marketing mode of wanghong;Strengthen and improve the logistics system of agricultural products to support the economic development of wanghong;Promote Internet application in an all-round way to improve the marketing effect of Internet red.Through the above analysis and research,this paper hopes to provide valuable reference for the development of characteristic agricultural products,agricultural development and economic development of Qingyuan City.