| 摘要: |
| 目的 从品牌视觉形象设计出发，解决涉农电商视觉形象繁杂、模糊、缺乏整体性规划、视觉营销力度不够等问题。方法 为了推动农村产品电商平台品牌视觉形象个性化、系统化、规模化建设，采取实地调研法深入农村地区深入了解农村电商品牌现状；通过文献分析法掌握农村电商平台理论研究成果，综合运用系统分析法探讨农村产品电商平台的品牌策划、品牌设计、以及品牌营销的系统性策略。结论 通过系统的品牌形象设计，加速推进重庆市涉农电商平台的产业化发展，提高农村产品的核心竞争力，实现农业产业化发展。 |
| 关键词: 农村电商 品牌形象 视觉形象设计 农村产品 |
| DOI：10.19554/j.cnki.1001-3563.2020.04.032 |
| 分类号:TB472 |
| 基金项目:2016年重庆市教委科学技术研究项目（KJ201600524）；2019年重庆市教委人文社会科学研究一般项目（19SKGH287） |
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| Brand Visual Image Design of Chongqing Rural Product E-commerce Platform |
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TAN Yong1, ZHAO Qing-qing1, SUN Hai-yang2
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1.Chongqing Jiaotong University, Chongqing 400074, China;2.Chongqing Vocational Institute of Tourism, Chongqing 409000, China
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| Abstract: |
| The work aims to resolve the issues related to E-commerce platforms for countryside products, including complex VI design, ambiguous VI design, lack of systematic layout, inadequate marketing strategies on VI, etc. from the perspective of visual image design. In order to impel the personalization, structuration, and expansion of E-commerce platform for countryside products, practical investigation was conducted on the status-quo of E-commerce Brands in rural areas. The theoretical research results of rural E-commerce platform were obtained by document analysis method to discuss Brand Planning, Brand Design and Brand Marketing of E-commerce platforms for countryside products with systematic strategy. Through systematic design of Brand Image, the industrialization development of countryside E-commerce platforms is accelerated and the core competence of countryside products is improved, which consequently realizes the upgradation of agricultural industrialization. |
| Key words: rural e-commerce brand image visual image design rural products |
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