摘要
目的 -从农产品品牌价值入手,通过地域资源提炼与整合开展设计研究,达到提升农产品品牌价值、促进乡村振兴的目的,为地区农产品的品牌建设提供理论和实践参考。方法 -针对现今农产品品牌价值缺失问题,从农产品品牌的“品”和“牌”入手进行品牌价值重构,依托地域资源进行农产品品牌整合创新,打造提升农产品品牌价值新策略。结果 -针对农产品品牌的生态价值、社会价值、情感价值、文化价值和经济价值提出了基于地域资源的农产品品牌价值提升策略。结论 -将设计提升农产品品牌价值根植于地域资源,形成具有地域特色的农产品品牌,使农产品成为促进乡村振兴的持续动力。
With the brand value of agricultural products, the design research is carried out through refining and integrating regional resources, so as to promote the brand value of agricultural products and promote rural revitalization, and provide theoretical and practical reference for regional agricultural product brand building. Aiming at the lack of brand value of agricultural products, the brand value of agricultural products should be reconstructed from the “goods” and “brands”, and the brand integration and innovation of agricultural products should be based on regional resources, so as to create a new strategy to enhance the brand value of agricultural products. According to the ecological value, social value, emotional value,cultural value and economic value of agricultural products brand, the promotion strategy of agricultural products brand value based on regional resources was put forward. The design and promotion of brand value of agricultural products will be rooted in regional resources, and the brand of agricultural products with regional characteristics will be formed, so that agricultural products will become the sustainable power to promote rural revitalization.
作者
姚善良
颜雨卿
YAO Shan-liang;YAN Yu-qing(Wuhan Institute of Technology,Wuhan 430205,China)
出处
《绿色包装》
2023年第1期106-109,共4页
Green Packaging
关键词
地域资源
农产品
品牌价值
提升策略
regional resources
agricultural products
brand value
promotion strategy
作者简介
颜雨卿(1997-),女,湖北十堰人,武汉工程大学在读硕士研究生,从事品牌设计研究,E-mail:857947320@qq.com。
