乡村振兴背景下特色农产品品牌形象设计研究
摘 要：随着乡村振兴战略的逐步实施，给特色农产品带来了焕然一新的发展环境，提升产品销量已成为乡村振兴战略实施中不可或缺的部分。然而，消费者除了严格要求产品品质保证以外，还希望通过产品的附加价值来满足自身的精神需求，而这对于特色农产品而言，无疑是一大考验。文章针对当下特色农产品品牌形象设计存在的问题展开研究，并提出五个方面的设计策略，以期为乡村振兴背景下特色农产品品牌的发展提供一些启示。
关键词：乡村振兴；特色农产品；品牌形象设计；策略
中图分类号：J524 文献标识码：A
文章编码：1672-7053(2022)07-0071-03
Abstract：With the gradual implementation of the Rural Revitalization Strategy, it has brought a new development environment to characteristic agricultural products. Improving product sales has become an indispensable part of the implementation of the Rural Revitalization Strategy. However, in addition to strictly requiring product quality assurance, consumers also hope to realize their spiritual needs through the added value of products, which is undoubtedly a big test for characteristic agricultural products. This paper focuses on the problems existing in the current brand image design of characteristic agricultural products, and puts forward five design strategies, in order to provide some enlightenment for the development of characteristic agricultural products brand under the background of Rural Revitalization.
Key Words：Rural Revitalization; Characteristic Agricultural Products; Brand Image Design; Strategy
