Research On The Marketing Strategy Of "Tianfu Hetao" Based On The Perspective Of Regional Public Bran

Building a regional public brand of agricultural products has become an important means to promote the development of agricultural products with regional characteristics.The building of a regional public brand of agricultural products can not only promote rural revitalization,but also enhance the local agricultural level to a certain extent,shape the regional brand image,enhance the competitiveness of the local product market,realize the regional development of specific products,and help expand the channels for local enterprises and farmers to get rich.Bayannur City is located in the hinterland of Hetao Plain,in the golden agricultural planting belt of 40 north latitude,with significant advantages in combination of water,soil,light and heat.The "six major" infrastructure industries such as grain and oil,fruits and vegetables,meat and milk,forage,Mongolian and Chinese medicinal materials and biomass energy are complete,and it is an important grain production base in China,with a profound foundation for the development of agriculture and animal husbandry.Bayannur City put forward the following economic policies build the development strategy of "Hetao Global Green Organic High-end Agricultural and Livestock Products Production and Processing Service Export Base",take the "Tianfu Hetao" regional brand as the development direction,promote the transformation of agricultural industry,and form a green agricultural development model.However,at present,in brand marketing,the scope of brand marketing is limited and consumers’ awareness is low.There are few kinds of products,poor innovation and low added value;Poor channels;The pricing strategy is relatively simple;There are still loopholes in brand authorization and management;Lack of technical talents and other issues.I hope that through the research of this paper,I can put forward some solutions and suggestions to the problems.Based on the perspective of regional public brand,this paper studies the marketing strategy of "Tianfu Hetao" brand.Firstly,based on the theory of regional brand of agricultural products at home and abroad,this paper explores the development of "Tianfu Hetao" brand,and finds that there are some problems in marketing.Secondly,SWOT analysis is used to analyze The marketing environment of enterprises is discussed,and the strategic strategy of " Tianfu Hetao" is excavated with STP theory.On the basis of 4P marketing theory,it puts forward the strict product authorization management method of "Tianfu Hetao";Carry out product research and development in depth;Increase the number and variety of products;Overall planning and comprehensive management of ecological environment;Promote standardization by scale;And member pricing strategy;The online and offline channels of "policy drainage" are laid out together;Build a high-standard warehouse;Improve the brand promotion plan of "Tianfu Hetao" and make good use of online and offline publicity channels;Carry out trademark protection and registration;Countermeasures for building the brand image of Hetao culture.Strengthening the brand’s "intelligence",building a claim settlement mechanism,operating agricultural development funds well,and focusing on talent introduction and training are the safeguard measures to promote the operation and development of "Tianfu Hetao" brand.