| 摘要: |
| 目的 探究特色农产品电商品牌形象提升的方法和策略。方法 首先，通过消费者与农产品电商品牌的交互流程及体验触点分析，确定特色农产品电商品牌形象设计的重点范畴，然后，围绕VI基础系统设计、网络形象设计和多元情境下的包装设计三个维度进行系统分析，从视觉设计、用户体验、品牌策划和品牌形象传播等多个角度提出具体的设计策略和实施方法，最后，通过基于湖南省新宁县地理标志产品(崀山脐橙)的电商品牌形象设计项目进行实践论证。结论 在借力于区域公用品牌影响力的基础之上，农村电商更应注重自有农产品品牌形象的构建和提升，通过设计的手段，将农产品的品牌特色和内在价值显像化，让特色农产品消费变成一种“情怀消费”、“文化消费”，从而形成品牌“粉丝”经济效应。 |
| 关键词: 品牌形象 特色农产品 电商 品牌设计 |
| DOI：10.19554/j.cnki.1001-3563.2020.24.047 |
| 分类号:TB482 |
| 基金项目: |
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| Research and Practice on E-commerce Brand Image Design of Characteristic Agricultural Products |
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CHEN Fang-yuan1, SHEN Da2, GAO Ying1
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(1.Hangzhou Wanxiang Polytechnic, Hangzhou 310023, China;2.Hangzhou Turning Industrial Design Co., Ltd., Hangzhou 310003, China)
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| Abstract: |
| The work aims to explore the methods and strategies to enhance the e-commerce brand image of characteristic agricultural products.First of all, through the analysis of the interaction process and touch points between consumers and brand, the key categories of e-commerce brand image design were determined. Then, a systematic analysis was conducted on the three dimensions of VI basic system design, network image design and packaging design in multiple contexts, and specific design strategies and implementation methods were put forward from visual design, user experience, brand planning and image spreading. Finally, the theoretical design method was demonstrated through the e-commerce brand image design project of the geographical indication product (Langshan navel orange) in Xinning County, Hunan Province. Based on regional public brand influence, e-commerce of agricultural products should pay more attention to the construction and promotion of its own brand image. By means of design, the brand characteristics and intrinsic value of agricultural products will be visualized, and the consumption of characteristic agricultural products will be transformed into “emotional consumption” and “cultural consumption” so as to form the “fans” economic effect. |
| Key words: brand image characteristic agricultural products e-commerce brand design |
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