Study On Brand Construction And Optimization Strategy Of Hickory In Zhanshi’s Enterprise

With the gradual acceleration of the process of agricultural marketization,how to achieve sustainable and healthy development of agriculture is very important.With the rapid development of China’s economy,people’s living standards have been gradually improved,and the consumption level has also been greatly enhanced.Consumers also put forward higher requirements for agricultural products,which are necessities of life.In the face of fierce market competition,if agricultural products want to gain the corresponding dominant position in the consumer market,they must pay attention to their own brand construction of agricultural products.As one of the important ways to promote rural revitalization,agricultural product brand construction plays an increasingly prominent role in the development of agricultural modernization today.The No.1 central government document to be issued in 2020 lists building well-known local agricultural products brands,strengthening the certification and management of agricultural products with geographical indications,and increasing the supply of high-quality green agricultural products as important measures to develop rural industries to enrich people.In 2021,the No.1 Central Document also made it clear that in promoting green agricultural development,it was proposed to strengthein supervision on the quality of agricultural products and food safety,develop green agricultural products,organic agricultural products and agricultural products with geographical indications,pilot the system of standards and certificates for edible agricultural products,and promote the establishment of national agricultural product quality and safety counties.Implementing agricultural product brand strategy is one of the important measures to deepen the reform of agricultural supply side,and it is also the only choice to improve the quality of agricultural supply.Agricultural enterprises are the main body of brand construction of agricultural products.Strong and high-quality corporate brands can form a powerful driving role in the region,which will effectively help the construction of regional big brands.Therefore,the enhancement of regional brand competitiveness is inseparable from the construction of enterprise brand.The improvement of the quantity and quality of leading enterprise brands in the region is also of great benefit to the expansion of regional brand construction of agricultural products.Xuancheng Ningguo City in Anhui Province as "the hometown of hickory in China"and the only "national hickory biological industry base",hickory in the local has a history of nearly 500 years of cultivation,hickory industry has gradually developed into a local agricultural pillar industries,and for the local forest,hickory is the main way of income to become rich.With the gradual development of the hickory industry in Ningguo City,and the high attention of the government,the number of hickory processing enterprises in the region is also increasing gradually.But in the process of development there hickory brand enterprise problems such as small size,market development ability is limited,in addition,Ningguo city,most of the hickory processing enterprises lack of unified standards,product quality and safety in the nuts on the market the product quality is uneven,serious harn the Ningguo hickory the brand image.Therefore,how to build the regional hickory enterprise brand is very important.Hickory in view of this,this article takes Ningguo city as the first Chinese famous brand agricultural products processing industry,Zhanshi’s hickory this influential brand of brand construction as the typical case,corresponding discussed research,explore its brand construction and optimization of path,for other small and medium-sized enterprises of the construction of agricultural products brand and brand optimization to provide certain reference.This article based on the related theory of brand building,to Zhanshi’s hickory brand for the construction of the core elements and brand positioning,brand image building,brand promotion,brand protection four major brands operating mechanism is analyzed,Zhanshi’s enterprise was put forward with the combination of hickory market consumer questionnaire hickory exist in the process of brand construction has no significant difference brand positioning,product cost and market price is not unified,hickory products price is high,the lack of brand marketing experience,competitor imitation of brand marketing,brand marketing single problems and challenges,and the analysis of the reason in detail.Based on the problems existing in the brand construction of Zhanshi’s enterprise,an optimization framework was constructed,and corresponding measures and suggestions were put forward for the optimization of Zhanshi’s enterprise brand construction from four aspects:highlighting the difference of brand identity,creating appropriate brand connotation,paying attention to the customer’7s brand response,and building a good relationship between the brand and the customer.