Research On Brand Promotion Strategy Of Geographical Indication Agricultural Products Based On Consumer Cognition

Since the vigorous implementation of the brand power strategy,my country’s agricultural brand building has achieved remarkable results,and geographical indication agricultural products have played an immeasurable role in it due to their high quality and uniqueness.Practice shows that strengthening the brand building of geographical indication agricultural products is of great significance to rural development,farmers’ income and regional economic development.As a gathering place of agricultural resources and a highland of agricultural science and technology innovation,Wuhan City is rich in geographical indication resources.However,in terms of its brand building,there are many problems such as counterfeiting,abandonment,difficulties in initial brand building,obstruction in mid-term supervision,and restrictions on innovation in the later stage.It can effectively demonstrate the value of the geographical indication brand.With the continuous transformation and upgrading of consumer demand,the advantages of geographical indications of agricultural products have begun to highlight,which has created opportunities for the construction of agricultural products with geographical indications in Wuhan.This paper selects the Zhangdu Lake yellow catfish in the early stage of Wuhan’s geographical indication agricultural product brand building as the research object,and from the perspective of consumer cognition,explores the promotion strategy of Zhangdu Lake yellow catfish brand building,and fully stimulates the brand of agricultural product geographical indications.Value function,boosting regional economic growth.The research firstly sorts out the relevant literature on the brand building of geographical indications at home and abroad,defines the important concepts involved in this article,and sorts out the relevant theoretical basis;An analysis of the current situation of brand building and the PEST environment of the consumer market found that Zhangdu Lake yellow catfish has become a new driving force to promote the rural revitalization of Xinzhou District,Wuhan City,but there are still insufficient special funds,weak leading enterprises’ driving ability,and weak brand awareness.and other practical problems;by analyzing the questionnaire of consumers’ cognition of Zhangdu Lake yellow catfish geographical indication brand in Xinzhou District,Wuhan City,it is found that consumers have a low degree of cognition of the concept and characteristics of geographical indications;The purchasing power of Duhu yellow catfish geographical indication products is not high,and the brand influence is weak;understanding consumers’ personal characteristics,agricultural product consumption channels,and consumption preferences can help improve consumers’ awareness of Zhangduhu yellow catfish brand.degree,thereby increasing the intensity of purchasing behavior.Based on the above analysis,this paper proposes a brand building model of "government-led + industry association supervision + leading enterprises driving +farmers’ participation" from the perspective of consumer cognition.That is to say,we should give full play to the leading role of the government in brand building,strengthen the supervision and service role of industry associations in brand building,vigorously support the leading enterprises of yellow catfish in Zhangdu Lake,and actively mobilize the enthusiasm of farmers to participate in brand building.