Based on the new media communication environment and aiming at the brand communication of agricultural products, this paper puts forward the new media communication modes of agricultural products brands, namely, experience communication, accurate communication, interactive communication and implantation communication.

Keywords: new media communication mode of agricultural products

The rapid development of new media has greatly changed consumers' lifestyle and information contact habits. Agricultural products brands need to be spread through new media. The agricultural products referred to in this paper mainly refer to the agricultural products consumed by individuals and families, and their consumption markets are also dominated by individuals and families.

Although the brand was founded by agricultural products enterprises, the brand must be recognized by consumers in order to bring greater benefits to enterprises. Therefore, consumers, as the audience of brand communication of agricultural products, are the basis and starting point of strategic research and the basic premise of analyzing brand communication of agricultural products. The main target consumers of brand agricultural products have specific consumption characteristics, that is, they pay attention to enjoying life, brand consumption, experience, health and participation. For agricultural products, according to the characteristics of this group of people, it is very necessary to choose effective communication methods for brand communication.

First, experience communication

Experiential communication means that consumers can enhance their understanding and cognition of the brand through direct watching, tasting and using, and achieve good brand communication effect. Agricultural product experience communication includes store communication and life communication.

1, store communication

The store is the last link from the manufacturer to the buyer, and it is also the place where the buyer realizes the purchase, also known as the sales terminal. Stores are an important channel for brand experience and a key point for brand communication of agricultural products. Store communication includes products, knowledge, advertising, promotion and other communication methods. Through store communication, enterprises can communicate face to face with consumers. Deepen the impression of the brand and stimulate the demand of the brand.

For agricultural products brands, products are the best communication carrier and? Correspondents. Therefore. The display and presentation of various agricultural products is the first step of shop communication. Successful display and presentation will leave a good brand impression on consumers. In addition, consumers will have a deeper understanding and cognition of agricultural products through on-site viewing and tasting.

Advertising communication is the main form of shop communication. Its specific forms include in-store LCD TV, in-store posters, in-store leaflets, shelf advertisements, column advertisements, wall stickers, floor stickers, Yi Labao, banners with flags, light boxes, etc. Sales promotion and knowledge dissemination are terminal communication? Catalyst? . Promotions include giving gifts, giving samples, free tasting, discounts, lottery and so on. In these ways, target consumers can better understand and experience agricultural products faster. Play a good role in brand communication. Knowledge dissemination refers to the sales staff demonstrating and explaining the relevant knowledge of agricultural products in the store.

2. Communication in the field of life

Life field communication is the communication of people's daily life places. This kind of communication is characterized by being close to life, weak sense of rejection and good acceptance effect.

The spread of tourist attractions and agricultural sightseeing areas is the most important place for the spread of agricultural products in the field of life. In some original ecological agricultural products producing areas, in order to establish the high quality sense and brand image of their products in the hearts of target consumers, agricultural leisure tourism projects have been vigorously developed. The purpose is to let more consumers experience the original ecological agriculture and green agricultural products.

Hospitals and pharmacies are also effective places for brand communication of agricultural products. People who leave hospitals and pharmacies are people who care about health or experience the importance of health, which is very in line with the needs of the target population of agricultural products. Therefore, it can be spread through Yanhuang health media and mutual health media. Yanhuang Health Media covers 36 economically developed cities and 3,300 hospitals with 32,800 LCD screens, and the market coverage rate of hospital LCD screens reaches 79.3%, firmly occupying a monopoly position. Huli Health Media has the largest LCD TV broadcasting network for health industry in China by laying LCD TV networks in hospitals, pharmacies and other places related to healthy life, and widely combining resources at all levels of health industry.

Second, accurate communication.

Accurate communication means the accuracy of communication. Is to let the spread information reach the target consumers effectively. Everyone wants agricultural products, but branded agricultural products have specific consumer groups. Therefore, the brand communication of agricultural products should be more accurate. Accurate communication is divided into point communication, event communication and focus communication.

1, point propagation

Point spread is relative to the linear delivery mode of TV advertisements in the past. Point communication does not value time period, but depends on whether the communication point is attractive and valuable. What are we looking for in the target group? Point? And carry out corresponding point-like delivery and dissemination. Therefore, according to the characteristics that the target consumers of brand agricultural products are mainly urban white-collar workers and business people, we should choose the programs that these people like and pay attention to to to spread.

For example, you can choose CCTV's Everyday Diet, Healthy Road, Dialogue, China Financial Report, Phoenix TV's Right in front of Finance, New Concept of Health, Champion of Food, Popular Food and New Fashion of Food to spread brand agricultural products. This kind of point-like communication, which focuses on the target population accurately, can not only receive better communication effect, but also greatly save the communication cost of agricultural products enterprises.

2. Event communication

Event communication refers to the use and dissemination of social events and news events, which can arouse consumers' interest, attract the attention of target consumers, enhance brand image and make communication more accurate and effective. Event communication must perfectly combine the appeal of the brand, the focus of the event and the concerns of consumers, and embody and spread the core value of the brand through the event.

Events can be big events that affect the whole society, or they can be daily activities that are concerned around us. However, when agricultural products use events to spread, they must meet the following requirements: events are related to the brand content of agricultural products, the people concerned by events are the main target consumers or potential consumers of their brands, and events are conducive to fully displaying the brand image and their own advantages.

3. Focus communication

Focus communication is to subdivide the target audience according to the nature and characteristics of products and the specific requirements of communication, and spread different information in a targeted and differentiated manner for different groups of people. Reasonable and effective focused new media can maximize the audience's information contact and produce more accurate communication effects.

For example, Focus Media takes the commercial building as the communication channel, Hangmei Media takes the waiting room and flights as the communication platform, Zhao Xun Media takes the train waiting room as the communication channel, and Huatie Media spreads in the train compartments. Although these media spread in different places, they are all aimed at business people, white-collar workers and newly rich people, and the information they spread is more targeted and the advertising effect is better. There is no doubt that if we can apply these diversified communication channels to the field of agricultural products communication.

Third, interactive communication.

Interactive communication refers to the two-way information exchange between the communicator and the receiver, and the roles of the communicator and the receiver can be interchanged. This mode of communication is realized by relying on new network media, specifically by using SNS communication and blog communication.