大数据时代基于叙事性理论的农产品品牌包装设计研究  

Agricultural Product Brand Packaging Design Based on the Narrative Theory in the Era of Big Data

作　　者：罗滔[1] 张鹏[2] 

机构地区：[1]广东轻工职业技术学院,广州510300 [2]华南农业大学,广州510460

出　　处：《包装工程》2016年第2期5-8,12,F0003,共6页Packaging Engineering

基　　金：全国艺术科学规划项目(10CA070);广东轻工职业技术学院校级基金

摘　　要：目的通过大数据分析和品牌设计的手段提升农产品品牌价值。方法通过对网络营销趋势和营销大数据的分析,在叙事性理论的支撑下,阐述特色农产品的品牌创新案例,提出对农产品品牌名称、包装设计的叙事性构建方法。结论在探讨构成品牌要素的基础上,提出叙事性理论在农产品品牌构建中的作用与价值。通过探讨大数据对农产品品牌的作用,提出基于叙事的农产品品牌体系与模型,以期对农产品的形象树立及品牌营销有所裨益。The agricultural product brand value is enhanced by means of data analysis and brand design.Through the analysis of network marketing trend and marketing big data,itputs forward a new method of narrative construction of agricultural product brand name and packaging design based on the analysis of narrative theory.On the basis of discussing the elements of the brand,the function and value of the story in the construction of agricultural product brand is put forward.Through the research of the mechanism of the large data to the agricultural product brand,the brand system and model of agricultural products based on narrative is put forward to be beneficial for the image building and brand marketing of agricultural products.

关 键 词：大数据 叙事性理论 农产品 品牌构建 文脉 包装设计 讲故事 

分 类 号：J524[艺术—艺术设计]