基于地域认同感的陕南农产品品牌形象设计研究  

Research on Brand Image Design for Agricultural Products in Southern Shaanxi Based on Regional Identity

作　　者：马雪靓 MA Xueliang(Ankang Vocational and Technical College,Ankang 725000,Shaanxi,China)

机构地区：[1]安康职业技术学院,陕西安康725000

出　　处：《上海包装》2025年第3期155-157,共3页Shanghai Packaging

基　　金：2024院级教育教学改革研究项目和科学研究项目(安康职业技术学院)“高职艺术设计专业助力陕南农产品品牌设计研究”(AZJKY2024005)。

摘　　要：当前陕南农产品品牌形象设计存在品牌形象个性化不足、设计元素与区域文化融合不充分、品牌传播推广力度欠缺等问题。概述了地域认同感与农产品品牌形象设计相关概念,分析了陕南农产品品牌形象设计现状,探讨了地域认同感在陕南农产品品牌形象设计中的作用与影响。研究表明,地域认同感对提升陕南农产品品牌价值、推动区域经济发展具有重要意义。At present,there are some problems in the brand image design of agricultural products in southern Shaanxi,such as insufficient personalization of the brand image,inadequate integration of design elements and regional culture,and lack of brand communication and promotion.This paper outlines the related concepts of regional identity and brand image design of agricultural products,analyzes the current situation of brand image design for agricultural products in southern Shaanxi,and discusses the role and influence of regional identity in brand image design of agricultural products in southern Shaanxi.The research shows that regional identity is of great significance to enhance the brand value of agricultural products in southern Shaanxi and promote regional economic development.

关 键 词：陕南农产品 品牌形象设计 地域认同 品牌传播 

分 类 号：J524[艺术—艺术设计]