乡村振兴背景下农产品品牌形象设计策略研究——以高校乡村扶贫项目为例

Research on Brand Image Design Strategy of Agricultural Products Under the Background of Rural Revitalization——Taking Rural Poverty Alleviation Projects in Universities as An Example

目的-为通过高校乡村扶贫构建农产品品牌形象来促进乡村振兴。方法-通过调研分析法探讨乡村农产品品牌的设计现状、问题,以及问题出现的成因,总结出相对应的设计策略。结果-通过探究乡村农产品特色地域文化,对农产品品牌的精准定位,提升其内涵,重新设计农产品品牌形象等策略可以提升农产品品牌形象。结论-通过完善农产品品牌形象策略,可以提升农民的收入,满足消费者的健康需求,促进乡村经济的发展。

The purpose is to build the brand image of agricultural products through poverty alleviation in rural colleges and universities to promote rural revitalization.Methods By means of investigation and analysis,the design status,problems and causes of problems of rural agricultural products brand were discussed,and the corresponding design strategies were summarized.Results By exploring the characteristic regional culture of rural agricultural products,accurately positioning the brand of agricultural products,improving its connotation and redesigning the brand image of agricultural products,the brand image of agricultural products can be improved.Conclusion By improving the brand image strategy of agricultural products,farmers’income can be increased,consumers’health needs can be met,and rural economy can be promoted.