重庆农村产品电商平台品牌视觉形象设计研究  

Brand Visual Image Design of Chongqing Rural Product E-commerce Platform

作　　者：谭勇[1] 赵青青[1] 孙海洋 TAN Yong;ZHAO Qing-qing;SUN Hai-yang(Chongqing Jiaotong University,Chongqing 400074,China;Chongqing Vocational Institute of Tourism,Chongqing 409000,China)

机构地区：[1]重庆交通大学,重庆400074 [2]重庆旅游职业学院,重庆409000

出　　处：《包装工程》2020年第4期237-243,共7页Packaging Engineering

基　　金：2016年重庆市教委科学技术研究项目(KJ201600524);2019年重庆市教委人文社会科学研究一般项目(19SKGH287)

摘　　要：目的从品牌视觉形象设计出发,解决涉农电商视觉形象繁杂、模糊、缺乏整体性规划、视觉营销力度不够等问题。方法为了推动农村产品电商平台品牌视觉形象个性化、系统化、规模化建设,采取实地调研法深入农村地区深入了解农村电商品牌现状;通过文献分析法掌握农村电商平台理论研究成果,综合运用系统分析法探讨农村产品电商平台的品牌策划、品牌设计、以及品牌营销的系统性策略。结论通过系统的品牌形象设计,加速推进重庆市涉农电商平台的产业化发展,提高农村产品的核心竞争力,实现农业产业化发展。The work aims to resolve the issues related to E-commerce platforms for countryside products,including complex VI design,ambiguous VI design,lack of systematic layout,inadequate marketing strategies on VI,etc.from the perspective of visual image design.In order to impel the personalization,structuration,and expansion of E-commerce platform for countryside products,practical investigation was conducted on the status-quo of E-commerce Brands in rural areas.The theoretical research results of rural E-commerce platform were obtained by document analysis method to discuss Brand Planning,Brand Design and Brand Marketing of E-commerce platforms for countryside products with systematic strategy.Through systematic design of Brand Image,the industrialization development of countryside E-commerce platforms is accelerated and the core competence of countryside products is improved,which consequently realizes the upgradation of agricultural industrialization.

关 键 词：农村电商 品牌形象 视觉形象设计 农村产品 

分 类 号：TB472[一般工业技术—工业设计]