Research On Brand Communication Strategy Of Geographical Indication Products In Guangxi

At present,China has embarked on a new journey of comprehensively building socialist modernization and entered a stage of high-quality and high-level development.Geographical indication products are important regional resources,and the brand development and brand communication of geographical indication products are important measures to promote regional economic development and consumption upgrading,which have excellent agglomeration and promotion effects on regional economy,nature and humanities,and occupy an important position in the national branding strategy.This paper takes the geographical indication products of Guilin Sanhua wine as an example as the research object,and uses the interview method,questionnaire survey method and participatory observation method to integrate the relevant theories of communication and brand marketing.This paper reviews relevant research at home and abroad,including: geographical indications,geographical indication products,geographical indication product brands,Guilin Sanhua wine,etc.Through the combing of these related studies,the basic concepts of this study are further defined,and the historical context and research status of this research are clearly understood.On this basis,the constituent elements of Guilin Sanhua wine brand communication are analyzed,and the four levels of Guilin Sanhua wine brand communication are elaborated from the four levels of communication subject,communication channel,communication content and communication audience,and the current status of brand communication is explored through empirical evidence,and the understanding of the current situation of Sanhua wine brand communication is deepened in the long-term online field observation of live broadcast and video on its Douyin platform.Based on the combination of interviews and questionnaire surveys of relevant subjects,the communication effect and communication audience are analyzed.Through research,the shortcomings of Guilin Sanhua Wine brand communication were pointed out: the brand positioning was not clear enough and the brand awareness was relatively weak;The communication channels are narrow and the new media communication is in its infancy;The communication content is mainly marketing,and there is a lack of product stories and brand culture communication;Lack of innovative thinking,low use of geographical indications,etc.Then,according to the problems existing in the brand communication of Guilin Sanhua wine,by increasing brand communication awareness,accurate brand positioning according to market consumption trends;Give full play to the "Internet +" thinking to spread the voice;Form an echo through brand story and culture,increase consumers’ emotional needs,and increase brand influence;Increase the innovation and quality standards of brands and products,and form synergy between brands and products.From this path,the brand communication strategy of Sanhua Wine is optimized,so as to promote the branding process of Guilin Sanhua Wine,thereby helping to promote local economic development and providing useful inspiration for the branding and development of other geographical indication products in Guangxi.