河源市地域食品品牌研究与设计

Research and Design of Regional Food Brand in Heyuan City

河源有部分食品业已经建立了独立品牌并申请专利,例如五指毛桃鸡、霸王花米线、聪明人猕猴桃汁、龙乡贡酒业等等,但此类品牌多是针对单类农产品,而针对综合食品的品牌甚少,很多本土食品仍以简陋的传统包装形式出售。树立基于河源市本地资源与文化的综合食品品牌形象,可以改善河源地域食品缺乏高辨识度的品牌形象,挖掘其潜在的品牌经济效益。树立具有河源地域特色的食品品牌形象,不仅有助于改善目前综合类食品品牌形象不统一,辨识度低的品牌现状,还能在一定程度上提升河源的本地食品商业价值。

Certain food industries in Heyuan city have already established independent brands and have applied for patents,such as the Radix Fici Hirtae Chicken,Bawanghua Rice Noodles,Congmingren Kiwi-fruit Juice,and Longxianggong Wine,etc.However,most of these brands are targeted at singletype agricultural products and few are for comprehensive food brands.Still many local foods are sold in rough traditional packaging.Establishing a comprehensive food brand image based on the local resources and culture of Heyuan city can not only help to improve the current situation of inconsistent and low recognition of Heyuan’s comprehensive food brand image,but also enhance the commercial value of Heyuan’s local food to a certain extent.So to speak,establishing a food brand image with regional characteristics of Heyuan city will not only improve the current condition of disunity among integrated food brand images and low recognition of brands but also enhance the commercial value of local foods in Heyuan city to a certain extent.