| In recent years,the Chinese government has been committed to promoting the rural revitalization strategy with the aim of improving rural infrastructure,increasing farmers’ income,and ensuring rural social stability.To achieve this goal,the government has proposed a series of policy measures,among which an important aspect is the development and dissemination of agricultural product brands.The construction of agricultural product brands can not only enable consumers to better understand and recognize the quality and characteristics of agricultural products,but also increase the sales price of agricultural products,thereby increasing farmers’ income and promoting the implementation of the rural revitalization strategy.Dangshan Su pear,grown in Dangshan County,Suzhou City,Anhui Province,is favored for its unique taste and nutritional value,and has become one of the local specialty agricultural products in Anhui Province.With a long history of cultivation,Dangshan Su pear has the unique advantages of natural environment and geographical location,and is known as the "best pear".Against the backdrop of the national rural revitalization campaign,the local government cooperated with farmers to establish a pear planting cooperative and launched the Dangshan Su Pear" brand to improve its brand awareness and added value.Under the guidance of brand construction and promotion,Dangshan Su pear brand adopted three types of dissemination modes,including "point-to-surface" dissemination,government-legislated protection dissemination,and online and offline integration dissemination.The brand awareness and sales volume of Dangshan Su pear have both been greatly improved,and farmers’ income has also been significantly increased.However,the brand communication of Dangshan Su pear still faces some issues.Firstly,the brand lacks a unique IP image,which leads to a lack of attractiveness and recognition in brand communication.Secondly,since the production base of Dangshan Su pear is located in rural areas,the media literacy of local villagers is not high,which limits the scope and effectiveness of brand communication.Additionally,the brand positioning of Dangshan Su pear is not clear,and the promotion of brand added value is insufficient,which restricts the enhancement of its brand value.To enhance the competitiveness and market performance of Dangshan Su pear,this article proposes suggestions in strengthening brand image building,improving media literacy of local villagers,and clarifying brand characteristics.These suggestions include designing and promoting a more appealing visual image,creating an attractive IP image,increasing the promotion of brand stories,utilizing social media and e-commerce platforms to expand the brand’s reach,improving the media literacy of local villagers and strengthening cooperation with local media,as well as digging and promoting the brand’s unique features.These suggestions will help to increase the brand awareness and reputation of Dangshan Su pear,enhance its competitiveness in the market,and provide references and insights for the brand building and communication of other characteristic agricultural products in different regions. |
