How is brand marketing for green agricultural products done?
Brand marketing of agricultural products is a long-term, systematic undertaking that runs through every link of agricultural production, processing and sales, and requires the joint efforts of brand stakeholders from all sides.
Core topics of this article:
How is brand marketing of agricultural products achieved?
What are the brand marketing strategies for agricultural products from a green perspective?
How is brand marketing of agricultural products achieved?
(I) Strengthen brand marketing awareness and establish a marketing concept
For the entities that organize the production and sale of agricultural products - the government, enterprises and farmers - strengthening brand marketing awareness and establishing a marketing concept is the foundation and key to realizing the brand marketing strategy for agricultural products.
First, government departments must transform their functions and strengthen services.
Second, product processing enterprises must put brand awareness first in production and operation.
Third, farmers must change their production mindset, follow the guidance of market demand, break through the original decentralized mode of production and operation, respond to consumers' consumption needs, change the habit of blindly following others in production, create distinctive agricultural product brands, and achieve diversity in agricultural product brands.
(II) Implement the integration of industrialized resources and advance the process of agricultural industrialization
First, integrate existing land resources. On the basis of farmers' paid transfer of land use rights, vigorously establish agricultural cooperative organizations and, in accordance with a shareholding operating model, guarantee farmers' returns in the production and operation of branded agricultural products, realize industrialized land management, and build a solid industrialized foundation for achieving brand marketing of agricultural products.
Second, accelerate the pace of reform of township and village enterprises. In response to the problem of unclear property rights in township and village enterprises, the subjects of property rights must be clarified as soon as possible, and township and village enterprises must be encouraged to actively participate in the production and operation of agricultural product brands, quickly achieve the expansion and growth of agricultural product brands, and make township and village enterprises the true mainstay of the agricultural product brand market.
Third, give play to the role of leading enterprises as the main force in creating brands. The advanced production and operation concepts of leading enterprises can effectively solve the problems of low management levels and weak market competitiveness among rural agricultural product processing enterprises; this is an effective way to implement the brand marketing strategy for rural agricultural products.
(III) Implement the strategy of invigorating agriculture through science and technology and accelerate the transformation of scientific research achievements
First, improve the agricultural science and technology extension system. Adopt diverse investment channels for research investment in agricultural products, implement an enterprise-based operating model, and obtain capital and technology investment from society. Actively develop social intermediary organizations that facilitate the transformation of scientific research achievements, and provide convenient services for the exchange of market information. Strengthen free training for farmers in production technology, encourage farmers to apply new technologies, and ensure the quality of agricultural product brands.
Second, accurately position the direction of agricultural scientific research according to market needs. As consumers' requirements for the quality of agricultural products rise, agriculture has also shifted from past research on yield to research on quality. Combine regional characteristics to develop distinctive agricultural products.
(IV) Improve the overall product operation process and achieve a standardized pattern of industrial development
First, the standardization of agricultural product production is a prerequisite for safeguarding the brand image of agricultural products.
Second, optimizing the structure of agricultural products and highlighting distinctive agriculture is an effective means of establishing the brand image of agricultural products.
Third, doing a good job in the appearance and image design of agricultural products is an effective measure for enhancing brand image. It is necessary to closely combine the characteristics of the agricultural product brand itself with more elements of modern society to design more brand images that carry the flavor of the times.
(V) Rely on e-commerce platforms to build a brand marketing network
The particularity of the production and consumption process of agricultural products determines the dispersion of customers at both the production end and the consumption end. Agricultural producers and consumers need to be closely linked. The construction of a brand marketing network should rely on rural e-commerce network platforms to establish an online sales network for agricultural product brands. Online sales plus offline logistics and distribution form a uniquely distinctive agricultural product brand marketing network, thereby achieving the expansion of the market influence and sales scale of agricultural product brands.
What are the brand marketing strategies for agricultural products from a green perspective?
(I) Channel strategies for brand marketing of agricultural products
First, establish specialty supermarkets for agricultural products. Open specialty supermarkets for agricultural products in densely populated urban residential communities to provide residents with high-quality branded agricultural products; the supermarket sales format gives consumers more room for choice and at the same time creates a sense of reliance on the brand. Consumers will, based on their habits of choosing and using agricultural products, consume a particular branded product over the long term and will form a transmitting promotional effect for the product, creating conditions for more agricultural products to build brands.
Second, establish directly operated stores for agricultural products. The products in directly operated stores place greater emphasis on the external image of the product, stimulating consumers' desire to buy from an intuitive perspective.
Third, contract farming. For producers of agricultural products, according to the production requirements of enterprises or the actual needs of consumers, and in accordance with the actual orders placed, directly acting on the production link ensures a close combination of production and sales, that is, sales have already been carried out at the same time as production.
Fourth, online platform marketing. Especially with information sharing in the era of big data, producers and operators of agricultural products can, based on data analysis, adjust the sales situation of the entire brand market at any time, maintaining the flexibility of agricultural product brand sales.
(II) Price positioning strategies for brand marketing of agricultural products
For the price positioning of agricultural product brands, it must be clearly distinguished from the prices of ordinary agricultural products, which can help distinguish branded products from ordinary products and is conducive to consumers' high-end needs and choices.
(III) Promotional strategies for brand marketing of agricultural products
With the enhancement of environmental awareness, the concept of green marketing has been applied in many areas of market sales. In the brand marketing of agricultural products, the concept of green health must permeate every link of the product, reflecting the product's life and vitality, so that consumers can feel the strong green, healthy and environmentally friendly thematic characteristics of agricultural product brands.
The realization of brand marketing of agricultural products from the perspective of green development is a practical problem we need to solve in vigorously developing and promoting the rural green economy. The brand marketing strategy for agricultural products is the concrete experience of integrating rural production and operation activities into the market economy; through a series of effective development and exploration, it is seeking effective paths for the development and upgrading of the rural agricultural product industry. The realization of brand marketing of agricultural products will surely become a powerful driving force for the development of China's rural economy and strongly promote the healthy and rapid development of various real economies in China's rural areas.