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.
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