自贸港视域下海南特色食品品牌形象设计研究

Research on the Brand Image Design of Hainan Characteristic Food From the Perspective of Free Trade Port

自贸港建设背景下,海南大力发展旅游业的同时,促进特色食品品牌等多种旅游商品发展,进一步推动经济发展。本文分析自贸港视域下海南特色食品品牌形象设计的重要性,对二者之间的关系进行深入探讨,分析目前海南特色食品品牌形象设计的发展现状,从结合自贸港建设精神内涵,创新性手法重塑品牌形象、创新地域文化符号转换,突出地域文化特色、建立完善的品牌视觉识别系统,打造个性化差异、建立新媒体推广平台,传统推广和新媒体平台结合4个方面去打造特色品牌形象,提出自贸港视域下海南特色食品品牌形象设计策略,提升特色食品品牌形象的独创性和规划性,助力海南自贸港的建设。

In the context of the construction of the free trade port,Hainan vigorously develops tourism and promotes the development of various tourism commodities such as characteristic food brands to further promote the development of Hainan's economy.This paper analyzes the importance of the brand image design of Hainan characteristic food from the perspective of the Free Trade Port,probes into the relationship between the two,analyzes the current development status of the brand image design of Hainan characteristic food,reshapes the brand image with innovative methods,innovates the transformation of regional cultural symbols,highlights the regional cultural characteristics,establishes a complete brand visual identification system,and creates personalized differences Establish a new media promotion platform,combine traditional promotion and new media platform to create a distinctive brand image,propose a brand image design strategy for Hainan's characteristic food from the perspective of free trade port,improve the originality and planning of the brand image of characteristic food,and help the construction of Hainan's free trade port.