How to do well the brand marketing of green agricultural products?

The brand marketing of agricultural products is a long-term and systematic project, which runs through every link of the production, processing and marketing of agricultural products, and needs the joint efforts of all kinds of brand themes.

The core topic of this article is:

How to realize the brand marketing of agricultural products?

What is the brand marketing strategy of agricultural products in the green field of vision?

How to realize the brand marketing of agricultural products?

(1) strengthen brand marketing consciousness and establish marketing concept

For the main body of the organization, production and sales of agricultural products-the government, enterprises and farmers, it is necessary to strengthen the brand marketing consciousness, establish the marketing concept, and realize the foundation and key of the agricultural product brand marketing station strategy.

First, government departments should change their functions and strengthen services.

Second, product processing enterprises should put brand awareness in the first place in production and management.

Third, farmers should change their concept of production, according to the guidance of market demand, break through the original decentralized mode of production and operation, conform to the consumption needs of consumers, change the habit of blindly following production, and create characteristic brands of agricultural products. realize the diversity of agricultural products brands.

(2) implement the integration of industrialization resources and promote the process of agricultural industrialization

The first is to integrate existing land resources. On the basis of farmers' paid transfer of land use rights, we should vigorously set up agricultural cooperative organizations to ensure farmers' income in the production and operation of brand agricultural products and realize the industrialization of land in accordance with the way of joint-stock management. to establish a solid industrial foundation for the realization of brand marketing of agricultural products.

The second is to speed up the reform of township enterprises. In view of the unclear property rights of township enterprises, it is necessary to clarify the subject of property rights as soon as possible, encourage township enterprises to actively participate in the production and management of agricultural products brands, and quickly realize the expansion and expansion of agricultural products brands. township enterprises become the real main body of the brand market of agricultural products.

Third, give full play to the role of leading enterprises as the main force in creating brands. The advanced production and management concept of leading enterprises can effectively solve the problems of low management level and weak market competitiveness of rural agricultural products processing enterprises, which is an effective way to implement the brand marketing strategy of rural agricultural products.

(3) implementing the strategy of revitalizing agriculture through science and technology and speeding up the transformation of scientific research achievements

First, improve the agricultural science and technology extension system. In the scientific research investment of agricultural products, we should adopt diversified investment channels, implement the mode of enterprise operation, and obtain the investment of funds and technology from the society. It is necessary to actively develop social intermediary institutions that facilitate the transformation of scientific research achievements and provide convenient services for the exchange of market information. It is necessary to strengthen free training for farmers in production technology, encourage farmers to apply new technologies, and ensure the quality of agricultural products brands.

The second is to accurately locate the direction of agricultural scientific research according to the needs of the market. With the demand of consumers for the quality of agricultural products, agriculture has also changed from yield research to quality research. Combined with regional characteristics, develop characteristic agricultural products.

(4) improve the overall business process of products and realize the standard pattern of industrial development.

First, the standardization of agricultural production is a prerequisite for maintaining the brand image of agricultural products.

Second, optimizing the structure of agricultural products and highlighting characteristic agriculture are effective means to establish the brand image of agricultural products.

Third, to do a good job in the appearance image design of agricultural products is an effective measure to enhance the brand image. It is necessary to closely combine the characteristics of agricultural brands and more elements of modern society to design more brand images with the flavor of the development of the times.

(5) build a brand marketing network based on e-commerce platform

The particularity of the production and consumption process of agricultural products determines the dispersion of customers at the production end and the consumer side. Agricultural producers and consumers need to be closely linked. The construction of brand marketing network should be based on the rural e-commerce network platform and establish an online brand sales network of agricultural products. Online sales and offline logistics and distribution form a unique agricultural brand marketing network, so as to achieve the market influence of agricultural brands and the expansion of sales scale.

What is the brand marketing strategy of agricultural products in the green field of vision?

(1) the channel strategy of brand marketing of agricultural products

The first is to establish a supermarket with the characteristics of agricultural products. Set up characteristic supermarkets of agricultural products in densely populated urban areas to provide high-quality brand agricultural products for residents. The sales situation of supermarkets gives consumers more choice and produces a sense of dependence on brands. According to the habit of choosing and using agricultural products, consumers will consume certain specific brand products for a long time, and will form a conductive publicity effect on the products, creating conditions for more agricultural products to form brands.

The second is to establish direct stores for agricultural products. The products of direct stores pay more attention to the external image of the products and stimulate consumers' desire to buy from an intuitive point of view.

The third is order agriculture. According to the production requirements of enterprises or the actual needs of consumers, the producers of agricultural products act directly on the production link according to the actual reservation of the order, ensuring the close combination of production and sales, that is, sales have been carried out at the same time of production.

The fourth is network platform marketing. Especially in the era of information sharing in big data, producers and operators of agricultural products can adjust the sales of the whole brand market at any time based on the analysis of data, so as to maintain the flexibility of brand sales of agricultural products.

(2) the price positioning strategy of brand marketing of agricultural products

For the price positioning of agricultural brands, it should be obviously different from the ordinary prices of agricultural products, which can help to distinguish the differences between brand products and ordinary products, and is conducive to the high-end demand and choice of consumers.

(3) Promotion and publicity strategies for brand marketing of agricultural products

With the enhancement of the awareness of environmental protection, the concept of green marketing has been applied to many fields of market sale. in the brand marketing of agricultural products, the concept of green health should be infiltrated into every link of the product to reflect the life and vitality of the product. make consumers feel the strong theme characteristics of green, health and environmental protection of agricultural products brand.

The realization of brand marketing of agricultural products from the perspective of green development is a practical problem that needs to be solved in vigorously developing and promoting the green economy in rural areas. The brand marketing strategy of agricultural products is the concrete experience of integrating the production and management activities in rural areas into the market economy. Through a series of effective development and exploration, it is seeking effective ways for the development and upgrading of agricultural products industry in rural areas. The realization of brand marketing of agricultural products will become a powerful driving force for the development of China's rural economy, and effectively promote the healthy and rapid development of China's rural real economy.