云南农产品区域品牌设计对策研究

Research on the Regional Brand Design Strategy of Yunnan Agricultural Products

农产品区域品牌建设是农业产业转型升级、提升竞争力的重要前提,区域品牌设计能有效促进农民增收,满足市场及消费者的需求,有助于农业经济的持续发展。但云南农产品区域品牌设计一定程度存在创新不足,科学的设计管理缺乏。通过品牌设计规律和案例的分析,需要明确农产品定位、优化品牌名称、共享区域品牌视觉传达系统、强化品牌设计的视觉系统内部关联、推进品牌外部关联与溢价提升,实现域内农产品核心品牌的构建,梳理区域文化系统,讲好农产品品牌故事。

Regional brand building of agricultural products is an important prior condition for transformation and upgrading of the agricultural industry and the promotion of competitiveness.Regional brand design can effectively increase the farmers'income,comfort the needs of market and consumers,and contribute to the sustainable development of agricultural economy.But the regional brand design of Yunnan agricultural products is lack of innovation and scientific design management.Through the analysis of brand design rule and case,The research indicates that the regional brand design of Yunnan agricultural products needs to clarify the positioning of agricultural products,optimize the brand name,share the visual communication system of regional brand,strengthen the internal association of the visual system of brand design,promote the external association and premium enhancement of the brand,realize the construction of the core brand of agricultural products in the domain,sort out the regional cultural system,and tell the brand story of agricultural products.