“田里乡间”品牌策划方案分析

发布时间：2018-04-12 11:09

本文选题：蔬菜干 + 品牌　；参考：《河北大学》2017年硕士论文

【摘要】：蔬菜干市场是我国为数不多的未整合的行业。生活在环境污染、竞争压力大的环境下,亚健康状态人群主要集中在以上班族为代表的年轻消费群体当中,他们越来越注重健康的饮食方式,他们多数选择非转基因食品、绿色有机食品、寻求一切利于身体健康的食品。本文通过对“田里乡间”蔬菜干品牌进行调研以及整体的视觉形象化设计,通过文字、图形、色彩等一系列的视觉语言符号,在产品品牌中把企业的主要卖点和同产品间竞争优势展现出来,同时也将品牌的主要特征置入到消费者的消费观念当中,最终,使得消费者对产品产生信赖进行购买。文章主要通过四部分进行论述,第一部分主要对国内农产品市场进行调查与分析,了解其行业特征与市场现状。第二部分是对“田里乡间”品牌进行视觉形象的方案设计,使品牌规范系统化。第三部分是对“田里乡间”品牌系列产品的应用、包装形式与推广营销进行创意设计。
[Abstract]:Vegetable dry market is one of the few unintegrated industries in China.Living in an environment of environmental pollution and high competition pressure, the subhealth state of the population is mainly concentrated among the young consumer groups represented by the office workers. They pay more and more attention to a healthy diet, and most of them choose non-genetically modified foods.Green organic food, seek all healthy food.This article through the "Tian Li country" vegetable dry brand investigation and overall visual visualization design, through text, graphics, color and a series of visual language symbols,In the product brand, the main selling points of the enterprise and the competitive advantage between the same products are displayed. At the same time, the main characteristics of the brand are put into the consumer's consumption concept, and finally, the consumer can buy the product with confidence.The first part is to investigate and analyze the domestic agricultural products market, to understand the characteristics of the industry and the current situation of the market.The second part is the design of the visual image of Tian Li country brand, which systematizes the brand norm.The third part is the creative design of the application, packaging form and promotion marketing of the brand series of Tian Li country.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J524

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