The Research On Regional Brand Construction Of Agricultural Products Of Q Company

With the comprehensive development of economy and society and the general improvement of agricultural production efficiency,the output of agricultural products is increasing,the market competition is very fierce,and some agricultural products appear unsalable phenomenon,which limits the benign development of local regional agriculture.Creating safe,well-known and best-selling regional brand of agricultural products is an important way to crack the sales problems of agricultural products and seize the market share of agricultural products.Longyang District,Baoshan City,Yunnan Province,is located in the border area of China,and is a typical agricultural county with a large number of rural areas,a large agricultural ratio and low farmers’ income."Agriculture,rural areas and farmers" is the top priority of work.Although the whole district has been lifted out of poverty in 2020,it still faces great pressure and difficulty in realizing steady increase of farmers’ income under the influence of various factors such as the epidemic.Local attempts to build "Long Yang Township" agricultural products regional brand,to ensure that farmers can "grow,sell well,money",so as to achieve a fundamental transformation from poverty alleviation to revitalization of the countryside.This thesis takes Q Company of Longyang District,Baoshan City,Yunnan Province as the research object,and conducts in-depth research on the regional brand construction of Q Company’s "Long Yang Township" agricultural products by field investigation,literature research,case study and interview.This thesis introduces the concept of brand,characteristics,research status at home and abroad,as well as brand positioning,brand recognition,brand communication,brand marketing theory;Brief introduction of Q company in the current situation of present situation of brand management and brand management,brand construction in the process of finding out the Q company brand positioning,brand recognition,brand communication,brand marketing problems;According to the interview and research results,five reasons for the problems are found: inaccurate product understanding,unclear understanding of the target market,poor brand identification planning,poor brand communication planning,poor brand marketing planning;According to Q company’s existing problems and their causes,the status quo of brand operation and environment,combined with the theoretical basis and management knowledge,put forward countermeasures and suggestions to clarify brand positioning,improve brand recognition,strengthen brand communication and increase brand marketing;In order to ensure the smooth implementation of countermeasures and suggestions,the safeguard measures are put forward.Finally,Q company "longyang Township" agricultural products regional brand construction research is summarized.This thesis hopes to study the regional brand construction on Q Company’s agricultural products,find out the problems and causes in the construction process,and put forward targeted countermeasures and suggestions,so as to enhance the regional brand construction effect of Q Company’s "Long Yang Township" agricultural products.Through Q company with the joint efforts of the government,enterprises and cooperatives,farmers,really build a well cover the whole agricultural industry,the whole chain,the whole category of regional brand of agricultural products,to drive the local agriculture will constantly,increase farmers’ income,rural development,consolidate out of poverty is succeeding,boost the local rural revitalization,add luster for the development of "difference".