| 摘要: |
| 目的 通过大数据分析和品牌设计的手段提升农产品品牌价值。方法 通过对网络营销趋势和营销大数据的分析， 在叙事性理论的支撑下， 阐述特色农产品的品牌创新案例， 提出对农产品品牌名称、 包装设计的叙事性构建方法。结论 在探讨构成品牌要素的基础上， 提出叙事性理论在农产品品牌构建中的作用与价值。通过探讨大数据对农产品品牌的作用， 提出基于叙事的农产品品牌体系与模型， 以期对农产品的形象树立及品牌营销有所裨益。 |
| 关键词: 大数据 叙事性理论 农产品 品牌构建 文脉 包装设计 讲故事 |
| DOI： |
| 分类号:J524 |
| 基金项目:全国艺术科学规划项目 （10CA070）； 广东轻工职业技术学院校级基金 |
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| Agricultural Product Brand Packaging Design Based on the Narrative Theory in the Era of Big Data |
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LUO Tao1, ZHANG Peng2
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1.Guangdong Industry Technical College， Guangzhou 510300， China;2.South China Agricultural University，Guangzhou 510460， China
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| Abstract: |
| The agricultural product brand value is enhanced by means of data analysis and brand design.Through the analysis of network marketing trend and marketing big data， itputs forward a new method of narrative construction of agricultural product brand name and packaging design based on the analysis of narrative theory.On the basis of discussing the elements of the brand， the function and value of the story in the construction of agricultural product brand is put forward. Through the research of the mechanism of the large data to the agricultural product brand， the brand system and model of agricultural products based on narrative is put forward to be beneficial for the image building and brand marketing of agricultural products. |
| Key words: big data narrative theory agricultural products brand building context packaging design tell stories |
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