“网红经济”与品牌农产品包装设计创新研究  

Research on Packaging Design Innovation of Brand Agricultural Products under the Background of Internet Celebrity Economy

作　　者：付珊[1] FU Shan

机构地区：[1]合肥学院设计学院,安徽合肥230601

出　　处：《淮南师范学院学报》2023年第1期70-74,共5页Journal of Huainan Normal University

基　　金：2021年安徽省社会科学创新发展研究课题攻关项目“网红经济背景下安徽品牌农产品包装设计创新研究”(2021CX127);2021年安徽省高校人文社科研究重点项目“服务‘三地一区’绿色网红农产品包装设计研究”(SK2021A0586);2020年安徽省哲学社会科学规划青年项目“健康城市视角下的社区空间参与式设计研究”(AHSKQ2020D160)。

摘　　要：“三农”问题是国计民生的根本,而农产品是发展乡村经济、实现乡村振兴的重要内容。政府大力支持发展农产品生产加工,为农产品包装设计带来了巨大的发展机遇与挑战。很多特色农产品凭借高颜值的包装成为网络“爆品”,而网红品牌能够带来巨大的经济价值。文章通过分析网红经济市场发展现状,研究并指出当下网红农产品包装设计存在的主要问题,即同质化、盲目性、过度化和缺乏创新等,并从理念创新、突破同质、民族文化、智能包装和人本情怀5个方面提出包装设计创新策略。扶农、助农固然重要,但立农才是根本。文章为涉农企业打造更多的农产品“网红品牌”提供了理论依据和现实参考价值,有利于乡村发展知名品牌,助力乡村振兴。The issue of "agriculture, rural areas and farmers" is fundamental to the national economy and the people’s livelihood, and agricultural products are also an important part of developing the rural economy and realizing rural revitalization. The government strongly supports the development of agricultural production and processing, which brings great development opportunities and challenges for agricultural product packaging design. Many featured agricultural products have become "hot sales" on the Internet by virtue of their high appearance packaging, and the online celebrity brand has brought huge economic value.By analyzing the current situation of the development of internet celebrity economy, the paper studies and points out the main problems in the current online marketing agricultural product packaging design: "homogeneity, blindness, excessive and lack of innovation", and puts forward innovative packaging design strategies from five aspects: "concept innovation, homogeneity breakthrough, national culture, intelligent packaging, and humanistic feelings". It is important to support and assist farmers, but it is fundamental to establish farmers. This paper is conducive to the development of well-known brands in rural areas, providing theoretical basis and practical reference value for agricultural enterprises to create more "online celebrity brand" of agricultural products, and helping rural revitalization.

关 键 词：网红经济 农产品 网红品牌 包装设计 创新 

分 类 号：F323[经济管理—产业经济]