农产品包装设计与品牌塑造的关系研究  

Research on the Relationship Between Agricultural Product Packaging Design and Brand Building

作　　者：赵阳 孟雪敏 ZHAO Yang;MENG Xuemin(Gansu Forestry Technological College,Tianshui 741020,China)

机构地区：[1]甘肃林业职业技术学院,甘肃天水741020

出　　处：《现代食品》2022年第13期58-60,共3页Modern Food

摘　　要：在农产品进入市场的过程中,树立品牌意识,打造农产品品牌,可以使农产品的附加值不断提升,继而提高农产品从业者的收入,而农产品品牌塑造的过程中,包装设计属于重要环节之一。由此,本文对农产品包装设计与品牌包装之间的逻辑关系进行分析,归结当前我国农产品包装与品牌塑造中存在的问题,结合实际情况,提出品牌塑造视角下农产品包装设计的优化策略,以引导农产品包装设计工作和品牌塑造工作朝着更理想的方向发展。In the process of agricultural products entering the market,establishing brand awareness and building agricultural product brands can continuously improve the added value of agricultural products,and then enable the practitioners of agricultural products to have a better income.In the process of brand building of agricultural products,packaging design is one of the important links.Therefore,this paper analyzes the logical relationship between agricultural product packaging design and brand packaging,sums up the problems existing in the current agricultural product packaging and brand building in China,and puts forward the optimization strategy of agricultural product packaging design from the perspective of brand building in combination with the actual situation,so as to guide the development of agricultural product packaging design and brand building in a more ideal direction.

关 键 词：农产品包装设计 品牌塑造 农业市场化 

分 类 号：TB482[一般工业技术—包装工程]