摘要：With the rapid development of mass media, especially the rapid development of new media represented by the computer Internet in the world, the audience is no longer a reader, and the audience transmitted through the media is not simply the recipient of information but is paid more attention by academic researchers in various fields, and the concept of audience can be extended to many fields. With the advancement of media, the way of brand communication is also changing. The traditional research perspective believes that brand positioning is aimed at consumers, but from the perspectives of both sides, brand positioning should broaden its horizons and cover all audiences who receive brand information. The article takes the integration of “cold land black soil” agricultural product brands as the research core. First, the relevant concepts of “cold land black soil” and “agricultural product brand integration” are given the normative definition of the article research, and qualitative analysis is used to analyze the “cold land black soil.” The status quo of the integration of “Black Earth” agricultural product brands is summarized from the aspects of integration positioning, existing products, base construction, business projects, and sales network construction. The main problems are relatively weak, imperfect marketing strategies, and loopholes in quality supervision; secondly, the analytic hierarchy process (AHP) is used to make a comprehensive quantitative analysis of the related factors affecting the brand integration of “black soil cold” agricultural products, and determine the brand awareness and consumer awareness.
