Study On The Construction Of Regional Brand Imagine Of The Distinctive Agricultural Product "Zhongmu Watermelon"

In 2017,the central government document first proposed that regional branding of agricultural products is the foundation for the vigorous development of modern agriculture.Local governments and relevant departments should strive to build regional brands.The "Rural Revitalization Strategic Plan(2018-2022)" released in September 2018 emphasized the accelerated implementation of actions to enhance agricultural branding.In recent years,the state and various levels of government have increasingly attached importance to the construction and development of regional brands for distinctive agricultural products.While responding to the national call,they aim to drive regional economic development.The branding of agricultural products has become a trend."Zhongmu Watermelon",as a distinctive agricultural product of Zhongmu County,has developed to a certain scale over the years and has unique historical,cultural connotations,and value.However,in terms of its brand,"Zhongmu Watermelon" is still in the exploratory stage of brand construction and development.Its brand influence is weak,and there are still many problems and deficiencies in the construction of brand image that need to be further improved and optimized.This paper takes "Zhongmu Watermelon" as the research object and,from the perspective of communication studies,combines relevant knowledge from marketing as the research foundation.The author employs a combination of survey questionnaires and semi-structured interviews to conduct research.Firstly,by reading relevant materials and literature,the research direction is clarified,and data collection and interviews are conducted accordingly.Secondly,by analyzing the questionnaire results and combining the interview content,the current status of brand image construction for "Zhongmu Watermelon" is explored,and problems are identified.Finally,based on the actual situation,corresponding strategies are proposed to provide theoretical basis and practical guidance for the construction of brand image for "Zhongmu Watermelon" as a distinctive regional agricultural product.This paper also serves as a reference for the construction of brand image for similar distinctive regional agricultural products.