Abstract
The research on brand construction of agricultural products is gradually rising. This paper takes the regional public brand of Taigu Huping Jujube as the research object, based on the theory of innovation diffusion, explores the innovation diffusion characteristics of Taigu Huping Jujube, and proves that they are compatible. From the perspective of communicator, receiver, communication channel and decision-making, the problems existing in the dissemination of Taigu Huping jujube brand are discovered. Finally, from the perspective of communicators, combined with the actual dissemination situation of Taigu Huping Jujube, on the basis of innovative diffusion development model, it is integrated into four stages: Cognitive positioning, Persuasion and satisfaction, Decision, and Re-diffusion, so as to promote brand communication and promote the development of local economy.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.