紫阳富硒茶电子商务营销及品牌设计研究  

Research on E-commerce Marketing and Brand Design of Ziyang Selenium-Rich Tea

作　　者：周璇 陈春蕾 李晨昕 高思悦 ZHOU Xuan;CHEN Chunlei;LI Chenxin;GAO Siyue(Xi'an Translation University,International Business School,Xi'an 710105,China)

机构地区：[1]西安翻译学院国际商学院,陕西西安710105

出　　处：《鞋类工艺与设计》2024年第8期150-152,共3页SHOES TECHNOLOGY AND DESIGN

基　　金：2023年度西安翻译学院大学生创新创业训练计划项目《“飘香茶居”——紫阳富硒茶》(项目编号:S202312714040)。

摘　　要：在全面发展乡村振兴战略的时代背景下,紫阳县秉持以发展农产品与振兴乡村的原则,积极响应国家政策。但紫阳县在参与乡村振兴的过程中,也面临着产品与产业链机构单一、品牌识别要素缺乏、品牌形象设计不足和茶农专业化程度低等问题,严重影响紫阳县实施乡村振兴战略。鉴于此,提出紫阳县可以通过设计多元化产品、优化产业链结构、利用多种品牌传播渠道、优化品牌形象设计、政府加大专业化指导等方式,促使紫阳富硒茶更好地发挥其自身价值,同时为茶农排忧解难,在增加茶民收入、促进区域经济发展和实现乡村振兴等方面发挥重要作用。In the context of the comprehensive development of rural revitalization strategy,ziyang county adheres to the principle of developing agricultural products and revitalizing rural areas,and actively responds to national policies.However,in the process of participating in rural revitalization,ziyang county also faces problems such as a single product and industry chain organization,lack of brand identification elements,insufficient brand image design,and low level of specialization among tea farmers,which seriously affect the implementation of the rural revitalization strategy in ziyang county.In view of this,it is proposed that ziyang county can design diversified products,optimize the industrial chain structure,various brand communication channels,optimize brand image design,and increase professional guidance from the town government,so as to better realize the value of ziyang selenium rich tea.At the same time,it can help tea farmers solve problems and play an important role in increasing tea farmers'income,promoting regional economic development,and achieving rural revitalization.

关 键 词：紫阳富硒茶 茶叶发展 电子商务 品牌设计 

分 类 号：TS206.2[轻工技术与工程—食品科学]