Research on the brand construction path of Wenzhou characteristic agricultural products in the digital era

Zhanhui  Song; Shihao  Liang; Zhihao Zhang; Junhao  Liu; Junhao  Liu; Huasheng  Yu

doi:10.54691/m2ztwj43

Authors

Zhanhui Song
Shihao Liang
Zhihao Zhang
Junhao Liu
Junhao Liu
Huasheng Yu

DOI:

https://doi.org/10.54691/m2ztwj43

Keywords:

Digital era, Wenzhou characteristic agricultural products, brand building, differentiation strategy, marketing communication.

Abstract

In the tide of the digital era, the brand construction of Wenzhou characteristic agricultural products has ushered in unprecedented opportunities and challenges. This paper deeply discusses the brand building path of Wenzhou characteristic agricultural products in the digital era, aiming to inject new vitality into this traditional industry. Through the detailed analysis of Wenzhous geographical environment, climate conditions and agricultural resources, it is found that Wenzhou characteristic agricultural products not only have unique natural endowment, but also contain profound cultural deposits. However, the current brand construction problems, such as fuzzy brand positioning and single communication channel, seriously restrict its market competitiveness. This paper proposes that the brand building in the digital era should pay attention to the differentiation strategy, and make Wenzhou characteristic agricultural products stand out in the fierce market competition through accurate brand positioning and innovative marketing means. This paper suggests that emerging communication methods such as social media, content marketing, live broadcasting and goods should be used to build a diversified brand communication system to enhance brand awareness and reputation. At the same time, the government should provide strong policy support and institutional guarantee, promote technology research and development and talent training, and provide a solid technical backing for the brand construction.

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