Research On The Path Of Mengzi Pomegranate Network Brand Construction

In the context of the growing development of the Internet,the consumption of the consumer crowd tends to be more and more online,and how to build a brand of high-quality agricultural products on the Internet has become one of the current focuses of attention.This article focuses on the research object of Mengzi pomegranate network brand construction.Based on the investigation of the current situation,it was found that there are uneven quality of pomegranate products,scattered business entities,incomplete logistics service system,poor consumer purchasing experience,and incomplete policy system in the development of Mengzi pomegranate online brands.On the basis of summarizing existing research results,four factors affecting the construction of Mengzi pomegranate online brand were proposed,namely government,business entities,consumer perception of online shopping,and network infrastructure.On the basis of summarizing existing research results,four factors affecting the construction of Mengzi pomegranate online brand were proposed,namely government,business entities,consumer perception of online shopping,and network infrastructure.With pomegranate online brand satisfaction as an endogenous variable,research hypotheses were proposed,and SPSS 26.0 and Amos 26.0 software were used to process the collected questionnaire data to analyze the impact of these four factors on the construction of Mengzi pomegranate online brand.The research results indicate that the four influencing factors of government support,business entities,consumer perception of online shopping,and network infrastructure all have a positive and significant effect on the construction of pomegranate online brand.On the basis of empirical research,this study combined with the specific situation of Mengzi Pomegranate network brand construction,comprehensive consideration of its construction factors: government support,business entities,consumers’ online shopping perception and network infrastructure,put forward Mengzi Pomegranate network brand building path: in the government-led model,should strengthen the government support and guidance;Increase the financial support to the producers;pay attention to the management of brand construction;Accelerate the construction of network infrastructure and talent team.In the business-led model,business entities should build diversified means of online sales Perfect pomegranate logistics system construction;improve the e-commerce service system;vigorously develop and improve Mengzi Pomegranate network brand development mode.In the consumer-oriented model,to improve the quality and production safety of Mengzi Pomegranate network brand;to enhance the image of Mengzi Pomegranate network brand;to improve consumers’ sense of buying experience.