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Journal of Global and Area Studies Review (GAS) Vol.1, No.1.jpg
학술저널

Practices and Explorations in the Construction of the Visual Identity of the ‘Lu Liang Vegetables’ Regional Public Brand

【背景】随着市场经济的发展,蔬菜产业品牌化已是一种趋势。【目的】通过对“陆良蔬菜”区域公用品牌视觉形象的构建进行研究、分析和总结,为陆良及相关区域公用品牌在品牌视觉形象构建中提供参考和借鉴。【方法】本文对“陆良蔬菜”前期发展情况进行调研,对中国、美国、日本、韩国四个国家的区域公用品牌建设情况进行比较分析,对“陆良蔬菜”现阶段的产业基础和品牌培育情况进行探索与总结。【结果】找出了“陆良蔬菜”在品牌视觉形象构建中存在生产端主体参与度不足、应用和推广不够、识别系统在执行中的规范性不够、表现品牌视觉形象的环境设计有待完善的四个问题。【结论】针对“陆良蔬菜”品牌视觉形象构建的现状,提出了完善参与主体间的管理制度、加强品牌视觉形象管理、探索价值共创模式三点建议。

[Background] With the development of the market economy, the branding of the vegetable industry has become a trend. [Objective] Through research, analysis, and summarization of the construction of the visual identity of the “Lu Liang Vegetables” regional public brand, this paper provides references and lessons for Lu Liang and related regional public brands in the construction of brand visual identity. [Method] This paper investigates the early development of “Lu Liang Vegetables”, compares the construction of regional public brands in China, the United States, Japan, and South Korea, and explores and summarizes the current industrial base and brand cultivation of “Lu Liang Vegetables”. [Results] Four problems were found in the construction of the brand visual identity of “Lu Liang Vegetables”: insufficient participation of the production end, insufficient application and promotion, lack of standardization in the execution of the identification system, and the environmental design expressing the brand visual identity needs to be improved. [Conclusion] In view of the current situation of the construction of the brand visual identity of “Lu Liang Vegetables”, three suggestions are put forward: improving the management system among participating subjects, strengthening the management of brand visual identity, and exploring the value co-creation model.

引言

1. “陆良蔬菜”区域公用品牌建设项目的背景

2. 国内外区域公用品牌视觉形象的构建分析

3. “陆良蔬菜”区域公用品牌视觉形象系统构建的现状

4. 对“陆良蔬菜”区域公用品牌视觉形象构建的思考

5. 结语

参考文献

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