Study On Brand Construction Optimization Of "Aksu Rock Candy Apple" Under The Background Of Rural Revitalization

To optimize and upgrade the agricultural industrial structure,we should start with the construction of regional brand of agricultural products,focus on improving the key and importance of agricultural product brand,and further build it into the core force of agricultural modernization,so as to promote the regional brand of agricultural products to a new strategic level.In order to narrow the gap between urban and rural areas,China has formulated and implemented a Rural Revitalization Strategy,and has pointed out the way forward for the brand building of agricultural products with various supporting policies.In this context,the research on the optimization of the brand construction of "Aksu rock sugar new apple" can enrich the content of regional brand construction of agricultural products from the theoretical level,and thus promote the application of regional famous brand theory of agricultural products in the agricultural industry.On the other hand,it can provide reference for the development and construction of Aksu Bingtangxin Apple brand,further enhance the competitiveness of the Bingtangxin brand,so as to provide reference for other fruit enterprises and give play to the public brand effect.The basic theories used in this paper include Maslow’s hierarchy theory,7PS marketing theory,experience marketing,consumer behavior theory,etc.By using the methods of literature analysis,comparative analysis and questionnaire survey,the brand building of Akesu Bingtang New Apple was studied.This paper extracts relevant data from the government survey report and statistical yearbook,and analyzes the current situation of Aksu crystal sugar new apple brand construction.Data show that in terms of planting,the overall planting scale of Aksu Apple has been expanding in recent years,and the planting scale varies from region to region;In terms of brand building,with the support of government policies,Aksu Apple actively promoted its brand and deepened its brand building,especially in terms of product image building,deep processing management,warehousing management,logistics management,etc;Market expansion: In the domestic market,the sales volume of Aksu apples declined and the export volume shrank.A total of 270 questionnaires were distributed in this study,and 258 valid questionnaires were finally collected.The questionnaire analysis shows that Aksu Apple cannot fully implement brand marketing supervision and service supervision in terms of brand building.In addition,the processing of agricultural products is still in its infancy and has not yet formed a high brand awareness.Summarizing the research results,this paper also analyzes other Apple brands,mainly including the experience and enlightenment of brand construction of Washington Apple,Japan Red Fuji Apple,Luochuan Apple,Yantai Apple,etc.This paper believes that Aksu Apple should ensure product quality,improve brand added value and service level,deepen brand connotation construction,attach importance to publicity and marketing,increase talent training,and comprehensively shape brand advantages.