The implementation of the strategy of common prosperity and rural revitalization has kicked off the rural construction in the new era,and China’s agriculture has also changed its development direction from industrialization to branding.In this context,the national,provincial and municipal governments have successively issued a number of policies to promote the regional brand building of agricultural products.Local governments seize the opportunity of agricultural brand development,and take the construction of agricultural regional brand as a breakthrough to realize the new agricultural development under the industrial cluster with regional geographical indication characteristics.As the mobile technology and consumer demand keep upgrading,consumers’ shopping habits and paths change accordingly,and many marketing emerge,including methods such as community marketing and personalized marketing.In the mean time,due to the increasingly fierce competition in the agricultural products and community e-commerce market,the main body of regional public brand building of agricultural products all focus on how to make better use of their own superior resources and combine the social consumption environment to expand the market and promote the brand.This thesis takes "Changxing Xian" brand as the regional public brand of agricultural products in Changxing County,Huzhou as its research object,and the authorized operator of this brand is Changxing "Yuansu" Agriculture Co.,Ltd.In addition,the implementation of the strategic objectives of "Yuansu" Company has entered the next stage of brand expansion,namely,a stage of uncertainty expansion.Through on-the-spot investigation,we find that "Changxing Xian" brand provides basic conditions for the adoption of community marketing mode.Therefore,the focus of this thesis is on how to establish a more standardized,professional and systematic community marketing platform suitable for Changxing Xian.The research methods used in this study mainly include case study,literature analysis and field investigation.The specific research steps are as follows.First of all,this thesis studies the regional public brand and community marketing model of agricultural products at home and abroad based on the theoretical basis of value co-creation from the perspective of service ecosystem.Secondly,it analyzes the current situation and management of "Changxing Xian" agricultural products regional public brand,analyzes the brand marketing environment,and puts forward five major brand marketing problems that affect the next stage of strategic development.On this basis,the necessity of implementing community marketing in "Yuansu" Company is discussed from five aspects,such as market trend and competitive environment;Then,it further analyzes the feasibility of establishing community marketing for the regional public brand of "Changxing Xian" agricultural products by focusing on the three basic conditions of "economic value,emotional value and social value".Finally,the author establishes a community marketing organization based on the three-dimensional value chain system of "point-line-surface-body",which is superimposed and linked by "micro-level-meso-level-macro level" of value co-creation,so as to better carry out innovative research on various channels and links of community marketing of "Yuansu" companies.Regarding to the purpose of the above research,on the one hand,it aims to promote the sustainable development of "Changxing Xian" regional public brand of agricultural products.On the other hand,it hopes to provide more detailed research methods and research information for the related research of community marketing of regional public brands of agricultural products,and provide reference for scholars and other related regional public brands of agricultural products. |