Research On Digital Marketing Communication Of Qingdao Agricultural Product Regional Brand

With the continuous progress of digital technology,the advantages of digital marketing communication in brand communication are becoming more and more obvious.Especially under the dual background of rural revitalization and brand strategy,the research on regional brand of agricultural products is related to the overall development of agriculture,rural areas and farmers.This study relies on the characteristics of journalism and communication,based on the location of the author ’s university.Through the investigation and study of the advantages and disadvantages of Qingdao agricultural product regional brand in digital marketing communication,it is found that Qingdao agricultural product regional brand needs to use integrated marketing communication theory and digital technology for systematic research,so as to improve the audience ’s attention to Qingdao agricultural product regional brand.The marketing communication of the regional brand of agricultural products should learn from the advanced marketing communication theory,keep up with the pace of digital technology,and dig out the communication strategy suitable for the regional brand of agricultural products in the digital marketing communication,which can not only improve the communication effect of the regional brand of agricultural products,but also enrich the digital marketing communication theory of the brand.After two years of research,this study starts from the regional brand of agricultural products in Qingdao,focusing on its digital marketing communication problems,from case to whole,from point to surface,from policy to market,from theory to practice.Based on the data and information of the existing regional brands of agricultural products in Qingdao as a whole and individual cases,the brand subjects and audiences were investigated by means of field research interviews and questionnaires to understand their participation and recognition of the marketing communication effects of regional brands of agricultural products in Qingdao,such as brand awareness,attitude and behavior transformation.It is concluded that the regional brands of agricultural products in Qingdao have unique advantages in digital marketing communication,such as government support,regional culture and audience loyalty,but at the same time,there are also problems such as scattered brand main forces,monotonous communication content and single audience circle.Based on the theory of brand communication and digital marketing communication,according to the actual situation of Qingdao,this paper explores and summarizes the innovative scheme of digital marketing communication of regional brands of agricultural products in Qingdao from five aspects : brand positioning,audience group,communication matrix,content planning and effect interaction,that is,to create accurate and personalized brand positioning,focus on accurate potential audience group,layout diversified and rich communication matrix,based on local creative content planning,and improve the timeliness of effect interaction.Therefore,we should broaden innovative ideas,enrich the marketing communication theory of regional brand of agricultural products,and provide innovative cases of digital marketing communication practice to help the development of regional brand of agricultural products in Qingdao,so as to promote the coordinated development of urban regional brand economy and rural revitalization.