乡村振兴下承德县小米品牌塑造实践  

Practice of Millet Brand in Chengde County under Rural Revitalization

作　　者：付正甜 董莎莉[1] 胡晴云 袁梦婷 FU Zhengtian;DONG Shali;HU Qingyun;YUAN Mengting(College of Art and Design,Wuhan Polytechnic University,Wuhan,Hubei 430072,China)

机构地区：[1]武汉轻工大学艺术设计学院,湖北武汉430072

出　　处：《农产品加工》2023年第22期103-106,共4页Farm Products Processing

摘　　要：针对当前承德县黄旗小米产品的标志缺失、包装简单及内涵空洞等弱点,结合乡村振兴大背景下,探寻适合承德县黄旗小米的品牌塑造和设计实践途径。对黄旗小米品牌进行深入分析,总结出品牌建设的现状及品牌建设中存在的问题和不足,并深入探讨了品牌理念和产品定位。通过对品牌文化的提炼与升华、对产品标志包装进行创新设计,促进产品内涵与价值实现更高层次的提升,同时助力农村振兴,为当地品牌塑造与设计提供理论建议与实践参考,为促进我国农产品市场的发展起到积极的推动作用。In view of the current pain points such as the lack of logo,simple packaging and empty connotation of Huangqi millet products in Chengde County,combined with the background of rural revitalization,explore the brand building and design practice path suitable for Huangqi millet in Chengde County.The Yellow Flag millet brand was deeply analyzed,the current situation of brand building and the problems and shortcomings in brand building were summarized,and the brand concept and product positioning were discussed in depth.Through the refinement and sublimation of brand culture,the innovative design of product logo packaging,so that the product connotation and value to achieve a higher level of improvement,while helping rural revitalization,for the local brand building and design to provide theoretical suggestions and practical reference,to promote the development of China's agricultural products market to bring a certain positive effect.

关 键 词：乡村振兴 农产品 品牌视觉形象 黄旗小米 

分 类 号：TS201[轻工技术与工程—食品科学]