Study on Green Agricultural Products Brand Construction Based on Consumer Perspective
The main problems facing green agricultural products brand construction of Hebei Province at present are as follows.First,Brand influence is weak and economies of scale has not yet formed.Second,brand image confusion led to low consumer awareness of products.Third,the brand marketing mode is still dominated by traditional supermarkets and farmers'markets,and consumers'purchase intension is not strong.This paper explored the path of green agricultural products brand construction from the perspective of consumers.By using STP strategy,this research identified the target market,and then carried on brand positioning to improve consumers'brand awareness.Shaping the brand's internal image and external image help improve consumers recognition;The"internet+green"agriculture model help brand promotion and communication.This study would provide reference for the high-quality development of green agricultural products brand construction in Hebei Province.
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