乡村旅游背景下特色农产品品牌形象设计研究  

Research on Brand Image Design of Characteristic Agricultural Products under the Background of Rural Tourism

作　　者：林曦[1] 彭梓妤 

机构地区：[1]浙江工业大学设计与建筑学院

出　　处：《建筑与文化》2024年第1期85-87,共3页Architecture & Culture

摘　　要：乡村旅游背景下,特色农产品品牌的建设与发展呈现出新的变化。文章探析了乡村旅游与特色农产品品牌的关系,提出通过品牌定位、品牌识别、品牌响应、品牌关系等维度进行乡村旅游背景下特色农产品品牌形象构建,配合农产品特色内涵挖掘、依托旅游品牌资源宣传、丰富线上线下体验、发起社群互动等设计策略,实现消费者对特色农产品品牌的价值感知,建立品牌忠诚度,促进品牌可持续发展,助力乡村振兴。Under the background of rural tourism,the construction and development of characteristic agricultural products brand show new changes.This paper first analyzes the relationship between rural tourism and characteristic agricultural products brand.Secondly,this paper proposes to construct the brand image of featured agricultural products under the background of rural tourism through brand positioning,brand recognition,brand response,brand relationship and other dimensions.The brand excavates the characteristic connotation of agricultural products,relies on the tourism brand resources to publicize,enrichis consumers' online and offline travel experience,and initiates community interaction to make consumers perceive the value of the characteristic agricultural products brand.Finally,brand loyalty will be established to achieve sustainable brand development and help rural revitalization.

关 键 词：乡村旅游 特色农产品 品牌形象设计 品牌社群 

分 类 号：F323.5[经济管理—产业经济] J524[艺术—艺术设计]