乡村振兴背景下农产品品牌服务设计策略研究——以大名府香油制品为例

Brand Service Design Strategy of Agricultural Products under the Background of Rural Revitalization: A Case Study of Daming Sesame Oil Products

通过服务设计理论与方法,提升农产品品牌形象,提升消费者购买体验,为农户增加销售量及收益,为乡村振兴政策的实施与实践提供设计探索。以香油制品为例,通过消费行为、市场分析等,确定利益相关者、用户画像、用户旅程地图J5、接触点分析,提出在乡村振兴社会背景下香油农产品用户体验地图、线上购物服务蓝图,构建农产品品牌服务设计策略。以服务设计思维方法,通过设计助力农民脱贫,提升乡村农产品竞争力,结合现有政策优势、技术手段、市场机会,提出农产品品牌服务设计策略。乡村农产品的天然、绿色、富有历史与情怀等优势与其质量标准缺乏、品牌意识弱、传播途径窄等劣势并存,通过设计注入品牌生命力,构建易于农户操作、投入成本低、具有较好用户体验的服务系统,是塑造农产品品牌的重要手段,培养农户服务思维、品牌思维,让农户创收增收,是实现设计扶贫、乡村振兴的重要途径。

The brand image of agricultural products is improved and the purchase experience of consumers is enhanced through the theory and method of service design to increase the sales and income for farmers, and provide design exploration for the implementation and practice of rural revitalization policy. Taking the sesame oil products as an example, the stakeholders, user portrait, user journey map J5 and contact point analysis are determined through consumer behavior and market analysis, etc., to put forward the user experience map and the service blueprint of online shopping of sesame oil agricultural products under the social background of rural revitalization, and build the service design strategy of the agricultural product brand. With the method of service design thinking, combined with the existing policy advantages, technical means and market opportunities, the service design strategies of agricultural product brand are put forward for the purpose of design helping farmers out of poverty and revitalizing the competitiveness of rural agricultural products. The advantages of rural agricultural products, such as natural property,green, rich history and feelings, coexist with such disadvantages as lack of quality standards, weak brand awareness,narrow communication channels, etc. It is an important means to build the brand of agricultural products by injecting brand vitality through design, and building a service system that is easy for farmers to operate, requires low investment cost and has good user experience. It is also an important way to achieve poverty alleviation through design and rural revitalization by developing the service and brand thinking of farmers.