| 摘要: |
| 目的 研究互联网+时代下创意驱动农业品牌服务设计的新要求，更新品牌服务设计理念，打造创意农业品牌。方法 通过对服务范式的迭代研究，梳理出服务设计的新思路，以创意农业品牌服务为研究对象，对创意农业品牌概念及特征进行分析，挖掘创意农业品牌服务的一般需求和互联网+时代背景下的新服务需求，运用服务范式迭代的理论，对互联网+创意农业的品牌服务体系进行系统化分析，并在此基础上提出构建互联网+创意农业品牌服务生态系统的策略。结论 提出顾客价值共创的理念，构建创意农业品牌服务生态系统。 |
| 关键词: 互联网+ 创意农业品牌 价值共创 服务设计 服务生态系统 |
| DOI：10.19554/j.cnki.1001-3563.2018.12.031 |
| 分类号:TB472 |
| 基金项目:教育部人文社会科学研究项目“互联网+创意农业的品牌化机制研究”（16YJCH142） |
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| Ecological System Design for Branding Service of Creative Agriculture in Internet + Era |
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ZHANG Heng, LING Ni
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Zhejiang Sci-Tech University, Hangzhou 310018, China
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| Abstract: |
| It aims to study the new requirements of creative-driven agricultural brand service design in the Internet era, to renew the concept of brand service design, and create creative agricultural brand more efficiently. Through iteration research on service paradigm, it sorts out the new idea of service design, taking the creative agriculture brand service as the research object, analyzes the creative agriculture brand concept and characteristics, excavates the general demand of creative agriculture brand service and new service demand under the background of Internet plus era, using the service paradigm iteration theory, systematically analyzes the brand service system of Internet plus creative agriculture, and constructs the ecosystem service brand strategy of Internet plus creative agriculture. The idea of creating customer value is put forward and the creative agricultural brand service ecosystem is built. |
| Key words: Internet+ creative agricultural brand value creation service design service ecosystem |
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